In the highly competitive world of web marketing, one of the key goals of any company’s successful online marketing campaign is the ability to build brand awareness. However, building the inherent “front of mind” reaction in any target market with thoughts of one particular brand takes a well-thought-out strategy comprised of content and graphics that give off a specific message. This strategy takes time and constant management to build momentum.
Who Are You?
When considering branding across your entire web marketing campaign, it is vital to consider the message you want to send to your target market, and to do this, you have to be aware of who your business is in your niche and why your target market should keep your products or services in their “go to” list when they have a lead. Therefore, the first step of any online branding strategy requires a specific definition of your business. It may seem unnecessary to “define” your business, after all, it may seem obvious to your service and products are. However, the difference between your understanding what your business is and relaying that message to your target market is distinct. The difference lay in the why aspect of your business definition. This relates to your target markets perspective of what your company can do for them, on an individual basis, therefore it needs to consider your market and any segment you may be taking into account.
Content Matters
Once you know who and what you’re trying to brand from the perspective of your target audience, then you need to decide the tone of the content you plan to use. Depending on your specific business criteria, you may be reintroducing your company to your target, introducing a new service or product or expanding your geo-target region and starting from scratch with a new market segment. Your design and content team need to understand what message you’re trying to convey so they can work together to create the ad content, page graphics and text that will convey the information you want your target to have. Consistency in the content, both text and graphic, is vital to building your online brand.
From blog posts, tweets, web site content and ad text, your content across all your web marketing outlets needs to have the same goal.
Things to remember with content:
- Colors and graphics need to align across the campaign to tell a story or deliver one specific message.
- Tone and wording of the text needs to support that message.
Keep a Close Eye
Content drives response in the online market. This means you need to be aware of who is reading your content and what comments they may have. The online marketing world requires constant management and a give-and-take attitude from vendors. From sites like Linked In, Facebook and Twitter to your website blog, contacts have the option to interact with your company to gain a better feel for your business. To reap the most of this contact, regular interaction is required.
Your online brand is essential in today’s business world. Be sure to give it the attention it deserves so your distinguished audience has the information they need to remember who your business is and why they should turn to you when the time is right.