The In’s and Out’s of Online Branding for You!

Jul 8, 2015
The first step to creating an online brand is to create a base website. This makes you visible to anyone looking for your services and gives them helpful information about your company. Many companies without websites are overlooked, whether due to people not wanting to call for information or due to people just not finding out about your company at all.

Having a website, however, does not guarantee people will see it when they search for it. There are tons and tons of websites out there that people find through search engines, mainly Google. To have the best chance your website is found by potential consumers, your website needs to be search engine optimized. Search engine optimization utilizes a number of techniques such as choice keyword placement, consistent updating, and valuable content. Search engines tailor their algorithms to locate websites that will be most valuable to people making searches. This means your website needs to be up-to-date, have relevant information, and most importantly have information that is unique and valuable.

A great way to fill your website with content is to have a blog. Blogs allow you to make consistent articles on topics related to your company. While the main website should have information specifically about your company, the blog can have content with a range of subjects as long as they relate back to your company.

This draws in viewers who may have an interest in things that you provide but were not necessarily looking for your product. Once they see that you provide expert information about topics that interest them, they may be inclined to hire you or purchase from you when they otherwise would not have been looking for those services. Blogs also allow follows, likes, comments, and reblogs. This connects you to your potential consumers, allowing you to see what generates the most interest, creates an avenue of communication, and can create more visibility. The more people who reblog your content, the more search-engine-legitimate linkbacks you are creating to your website, as well as exposing your content to more and more people.

The internet is called the web for a reason. You put out your original content to your blog. Every one of your followers sees it. One of them reblogs it to their blog. Every one of their followers sees it. One of their followers reblogs it and also comes to your website to follow you. The process can continue on and on, quickly creating a “web” of connections that expose your content, your website, and your product to an ever growing network of people.

For this reason, having a social media presence across Facebook, Twitter, LinkedIn, etc., is also vital. These various platforms can create the same growing network that a blog can, and each are tailored to a slightly different audience, helping you reach as many people as possible. Additionally most blog platforms have the capacity to post to the main social media sites, so you need only to update your blog and the new content will be circulated to all your social media sites without any extra effort.

Social media also opens excellent avenues of communication between companies and consumers. Potential customers who see that your company actively responds to consumer questions, comments, and concerns on social media pages will feel a greater level of trust with your company.

They will feel comfortable communicating their needs to you, so you can keep your customers happy, and constantly improve your product to meet changing market needs. Posting impressive social media statistics like number of followers will also generate trust among potential customers. People are much more willing to trust a company that has thousands or even millions of people that support them. They will be more hesitant to work with a company that only has a few followers and seems untested.
Digital Fusion Business Services offers a few tips to help companies quickly improve their online brand. The first tip is to make sure your company has video testimonials. Testimonials, in general, boost your brand’s legitimacy, but written testimonials are impersonal and can be easily faked. Customers like to see them, but will not give them a great amount of credit. Video testimonials, on the other hand, generate a much greater amount of trust.

Consumers get to see exactly who is providing testimony and can better assess if the comments are genuine. Plus, most people are camera shy, so the fact that they overcame their discomfort with being on camera for the sake of saying nice things about your company, speaks volumes.
Your company needs legitimacy for online branding. A great way to develop that is to write and publish an ebook on Amazon. It is a cheap and effective way to create that legitimacy. You should set up press releases for you book to generate buzz for your book, which will in turn generate buzz for you as the person behind the book.

Books hold a greater amount of professional esteem than web articles do. A published book creates a scholarly image for you and your company.
Similar to promoting your book, you should also make sure to proudly display any of your accomplishments and recognitions. No one wants to be hit-over-the-head with your achievements, but clear and visible descriptions of your unique accomplishments in relevant places on your website will let your potential customers know that you can back the claims on your website. No one wants to give their money to a scam. Clearly displaying your achievements will show them that you are worthy of their time and money.

You should supply a variety of content on your sites. This can include instructional information, articles, comics, anything relevant to your site that draws in views. Google’s algorithm rewards relevant content, and penalizes pages with lots of irrelevant content. However, the more varied the things you provide are, assuming they’re relevant, the greater audience you can attract. Some people will want to read informative articles, while others just want to read funny comics.

Make sure your websites are consumer friendly. They want to come to your page and understand exactly everything you provide and how it will benefit them. If you fill your website with technical jargon, often they will disengage from your website and look for another website that explains things in better terms. No one wants to have a dictionary with them when trying to navigate a website. Too much technical language can also make you seem like you are either trying to compensate mediocre services with professional-sounding language, or that you do not know how to connect and relate to the average person.

Always include an “about page.” This shows yours customers that you are a real person who is worthy of trust rather than a faceless corporation. The about page should offer real information about the company and should show information about the executives. The executives should have at least a little bio paragraph, photos, and videos. This further helps create that human connection between you and the consumer.
Lastly, review you and your company’s online reputation. This means keeping tabs on all online reviews that are posted and addressing any negative reviews.

A few negative reviews help build trust in your company as it shows your reviews are not wholly faked. You should still publicly reply to negative reviews to show that you care about your customer’s opinions and are willing to make a concerted effort to right any perceived wrongs. For greater online reputation management needs, consider hiring an online reputation management service such as Digital Fusion Business services to take care of serious issues, or simply to take care of the day-to-day needs while you focus on the many other parts of running your company.