There are a lot of tips you can read about different ways to use different platforms as the central force of your marketing. You will hear a lot of advice about how your website or your social media might be the most important part of your branding strategy on the net. They’re not technically wrong, but some of these advice pieces miss the main picture. Look at branding and marketing on the net as a three-pronged assault. If you want the best results, you need some force behind all three.
The Online Presence
Having your own online presence is hugely important for setting up a powerful brand identity. There are two ways to look at how you establish that brand that often intermix. First, there is the corporate side, the business and its site. It should be simply designed, offering exactly what the customers want with no fluff. You want to divert as much web traffic here as possible through strategies like SEO. There’s also your personal brand. Networking through LinkedIn and sitting on webinars can help you build that. Setting up a blog for informational and relevant content can help you build the branding of both very effectively.
Then there’s what you send out into the ether. This is usually content that you produce on your blog or for specific purpose of marketing. Of course, if you do it right, it’s not out into the ether, either. Instead, you should be doing research on your demographic and finding out where they live, figuratively. Looking at rivals and competitors or just others in your industry and their online marketing can help you do that. Kissmetrics.com and similar sites can help you identify the best platforms for your business, too. Don’t expect to be an overnight success in online marketing either. It takes time and consistent, good content.
Sometimes you don’t want to have to wait for that readership or following to build organically, however. Sometimes you want to make sure you reach an audience. There are a few ways to do that, too. There are influencers, like bloggers and podcasters. Sites like referralmint.com show how companies can use referral/affiliate programs that can generate sales. Similarly, you can also pay them for sponsored posts or to host your own copy. This is a great way of using pre-built audiences to increase the impact of your latest marketing strategy. There are also pay-per-click advertisements through channels like Google and other social media platforms. It can be good for long-term growth, too. The best thing you can ensure for your online presence is that you’re not the only voice talking about it. If you can stimulate those other voices yourself, then all the better.
There are three main components of a good branding strategy. Setting up a great online presence. Using the best marketing techniques to find your target market. Finally, having others spread your influence for you. When you have all three components running, then you should focus on what tactics can help you improve each one.