5 Steps to Building Brand Visibility With Online Marketing
1. Commit to an Online Marketing Plan & Strategy
If you own a business, the presence of your brand is vital to your success. Some businesses may feel indifferent to a online marketing plan and campaign because they have already found success within their industry or community. They let the online marketing fall to the wayside. Especially if you are a business who doesn’t sell anything online, you may feel as if there is no real strong reason to promote such a presence. This couldn’t be further from the truth and you will begin to see how your offline and online marketing can work together seamlessly, allowing you to double your efforts.
An online marketing plan can only build and boost your brand visibility and reputation, familiarize yourself with your target audience, and find out what you are doing right and what you are doing wrong. It will help you build more of a following and keep up with the latest algorithm changes in regards to optimization and trends. As Jenny Servis, Vice President of Marketing for marketing solutions company SnapRetail explains, “Being online means having a responsive, search optimized website as well as an engaging and growing following on social media plus using email as part of your marketing mix.”
2. Know Your Target Market & Audience
When it comes to online marketing, this is critical to success in your strategy and outcome of your campaigns. The beauty of having an online presence and social media is the data and what you can learn from that data. As Forbes contributor Nicole Leinbach-Reyhle explains, “The key word here is data – something small businesses can really gain from when reviewing it and reacting to it consistently.” Part of any online marketing strategy combines Google Analytics, Webmaster Tools and insights from social media channels. Whether you are implementing an AdWords campaign or not, understanding how visitors are getting to your site and what they are doing once they are there is vital for your SEO and your relationship with current and future customers/clients. Are people responding to the content on your site and subsequent social media posts? What is their next step towards purchasing a product or service from you? Do they end up contacting you? As Jacob Baadsgaard states, “Conversion tracking will give you a ton of insight into the effectiveness of your overall customer journey.”
3. Engage, Entertain & Inform Your Target Audience
Quality content is always of the utmost importance when it comes to online marketing success. “Users are getting tired of seeing the same things over and over, and they’re tired of feeling manipulated through advertising. As a result, more online marketers are pushing the technological and logistical limits of personalization, attempting to give more unique and customizable experiences to every customer they can.” -Jason DeMers, Forbes Contributor
Making your target audience feel as though they aren’t just getting promotion piece after promotion piece from you is hard to do and requires what we talked about it in #2. You will have an easier time coming up with clever campaign ideas and content when you have a really good grasp on who your audience is, what they like and what they don’t. You will begin to know what types of content are getting a lot to traffic and organic reach and you want to find new ways of giving your customers what they have grown to expect from you. Think of your audience and brainstorm ideas for online marketing content that will engage them, and most of the time this type of content will either entertain or inform your customer on a topic that you are an authority on. Whether you are a local brewery, or a salon, find ways to interact with your customers. Craft beer fans might love a campaign about what goes on behind the scenes in making a new brew. Let them in, let them feel like you are including them and value them and giving them information. It is harder to come up with great unique content when you don’t have a grasp on your audience and data, and hard if you don’t brainstorm or collaborate with you team or consultant, which brings us to our next point.
4. Communicate With Your Team and Consultants
This is so extremely important! Your online marketing success truly depends on it. Each week, pick a day to meet with your team (if it is just you then make an appointment with yourself to sit down and focus on your marketing plan). During this meeting, go over any promotions, events, parties, sales that are coming up, as you never want to miss an opportunity to capitalize on the exciting things your business is doing each day/week/month. This is also a great time to come up with any other unique campaign ideas (refer to #3) and take the steps required to implement them. Doing this weekly allows everyone to be organized, on the same page and working towards a similar goal- to build your brand and your brand visibility and reputation. We notice when teams meet, amazing brainstorming sessions happen, their vision gets reviewed and refined. This type of collaboration fosters great team unity that leads to higher quality content and user engagement. Even if you have an outside online marketing consultant, meeting with your in-house team weekly will only boost your content marketing. After each meeting, check-in with your consultant or firm and let them know about ideas you came up with, refined campaign ideas and what big events are going on in the short and long term so your firm can make sure you capitalize on those things. While a great online marketing firm like Show Up Media will always reach out weekly to understand your specific business needs and and goals, you can’t expect an outside firm to read your mind and know what is going on each day within your business so inform them, include them and let them do their job even better. Key word here is collaboration.
5. Keeping A Schedule Fosters Growth
As mentioned above, having a weekly meeting/ brainstorming session is vital for online marketing success. This type of meeting should be part of an “online marketing schedule” that you or your business should stick to. While it is critical to meet with your team and marketing firm, you also want to have a schedule for your audience. As Entrepreneur contributor Eric Siu explains, “Content marketing is more effective when you regularly engage with your audience. Customers begin to look forward to your content, and this anticipation increases engagement, which is the golden rule for great content.” Don’t just throw content up to throw content up, you want to post high quality content after careful revision of your analytics and audience review in collaboration with your team ideas from a weekly meeting. Release your fresh content on a predictable timeline each week, so you build a rapport with your audience on what they can expect from you and will look forward to it. This will grow your audience and keep your audience engagement up. As with anything, the more you do it, the better you become and can begin to craft and perfect it, so stick to a schedule with your team and stick to a schedule for content released weekly and it will help you grow your audience!
Show Up Media is here to help you Show Up and Showcase your brand today. As a digital agency located in Santa Barbara CA, we offer every service mentioned above and more and know every business is unique. Contact us today for a free consultation or to get started with an online marketing strategy. Fall in love with Show Up Media today!