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Developing a Strong Online Brand – The Basic Approach That Works

Published on 10 January 17

The online marketing environment offers a lot of opportunities for brands old and new to reach out to new leads and increase their sales. While a large number of brands are not truly invested in their online presence, there are those who have found opportunities for development and growth thanks to their efforts to make their brand recognizable and present.

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The tricky thing about online brand development is that there is a lot of static out there. Basically, everyone craves everyone else’s attention and a casual effort to reach your audience will not even be as powerful as a drop of water in the ocean.

Still, there are concrete steps you can take to optimize your brand’s presence and engage with potential leads in a way that suits both sides.

Make your product or service ridiculously accessible

What does this mean? Well, when you are creating your online presence you need to think about your average customer and build with their requirements in mind. Most brands that have made a name for themselves in the online environment strive to keep their customer experience pristine. Eliminate any potential steps in your sales funnel, which may frustrate, confuse or disgruntle your potential customer in any way. This can be broken down into several important aspects:

SEO – Without being visible in search results, you can hardly expect to get that many customers. Sure, in an ideal world, your PPC efforts will get a potential lead to your website, he/she will buy something and bookmark your website for further use, but this rarely happens. The way this usually works is like this: a customer drops on your website through a PPC, snoops around a bit and leaves.

This doesn’t mean that he or she doesn’t like your shop, but people want to buy in their own time. They’ll come back through a custom search after a while, but if they can’t find you without too much trouble, most of them will simply give up and go to another brand. This is why it is extremely important to optimize for search engines with top search engine optimization firms.
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Customer Centric Design – Abandonment rates can be a nightmare for online brands, especially when they aim to impress with the visual design of their web presence, instead of making the design as practical and logical to a customer as possible. Eliminate frustration and your conversion rates will improve significantly.

Payment Methods – In a lot of cases, it doesn’t pay off to provide support for each and every payment method, but you have to at least cover the major ones. Your support channels can help you identify these payment methods since it can be hard to hit the nail on the head on the very first try.

Deliver Everywhere – This is probably the trickiest thing to do, but if you can develop a system which lets you cater to an international customer base without jeopardizing the quality of your products, you will become more valuable to customers and therefore your brand’s reputation will be more solid.

Chase after every opportunity for exposure

Ok, so we took steps to satisfy our customers, but we still need to reach them. The online environment offers an abundance of options when it comes to marketing, and you need to find those that work for you.

Social media goes without saying. These days, a lot of brands resolve support issues in public through social media and use these networks to engage their customers as well as expand their influence. You simply have to be there.

Guest blogging can be quite useful as well, since a well-respected blogger can introduce your brand to a wide audience in a natural and organic way. This is especially true if he or she is a niche blogger who understands the market. Video blogging is also a very viable option and can be even more impactful than regular blogging.
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Paid advertising in the online environment may not always give the results you expect. Even though it is based on statistics and you pay per click (or view), the conversion will not be as high as you need it to be, at least not in the beginning. It takes time to refine the targeting in order to reach the people who are genuinely interested in what you have to offer.

Building an online brand with a solid reputation is a refinement process, not a thing that is instantly possible if you play your chips right. It takes time to find an approach that works for you and this can only be achieved through careful monitoring and adaptation to your metrics, so follow your metrics to find a path to success.
This blog is listed under Development & Implementations , Digital Media & Games and E-Commerce Community

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