According to the report ‘Digital in 2017’, 50% of the world’s population is now online. Online brands benefit from these numbers, as the internet allows brands to attain more viewership and visibility.
When you’ve been busy getting your business off the ground, marketing may not be your biggest priority. However, it’s never too early to start branding your company.
A behemoth called New Media is here, and it brings with it, the age of digital culture. Online brands can enjoy more connectivity with their target audience through social media channels, as global social media use has increased by 21% in the past year.
Branding your business online will help you connect with your potential customers in the digital spaces where they spend time. A good branding strategy should give your audience a strong sense of what your company is all about and why they should choose you over a similar competitor.
Let’s focus on some online branding strategies you can start implementing now, even if your budget and resources are limited.
Expand Your About Us Page
The About page is your chance to introduce customers to your brand and show them what you stand for. This page needs to answer the questions:
Why does this business exist?
What does this business do better than anybody else?
Not everyone who lands on your site will visit your About page, but those who do will gain a better sense of what drives and defines your brand. And the act of developing content for your “About” page will help you and your team come up with the language that best describes your business, which you’ll continue to use in both offline and online branding strategies.
Document Your Buyer Personas
Before you can get rolling with your website branding strategies, you need to understand who you’re trying to reach. 74 percent of online consumers say they get frustrated when a website’s content is irrelevant to them, so it’s important to tailor your brand content to the right buyers.
You may already have an idea about the kind of person who will love your product or service, but do you have documented buyer personas? A buyer persona is a representation of your target audience based on market research and historical data. If you’re a new business, you may not have a lot of customer data to base your personas on. That’s okay: you can start with broad personas and add details as you learn more about your audience
Once you learn more about your target you’ll be better prepared to connect with them through your brand messaging.
Develop a Customer Reward Plan
Branding your business online isn’t just about attracting new customers—it’s about building brand loyalty.
One great way to improve your customer retention is to reward customers for every purchase. For example, you could:
include a personalized thank-you note whenever you ship an online purchase
send customers a discount code after they buy something or subscribe to your newsletter
let customers earn store credit every time they make a purchase.
Adopting a reward plan will help you become known as a company that truly cares about its customers.
Encourage and Share User-Generated Content
One of the main goals of branding is to engage with potential customers so that they’ll choose to buy from your business.
Once you start building an audience online, encourage your followers to share brand content on your website and social media. User-generated content, which can be anything from product reviews to unboxing videos, builds your brand’s authenticity and provides social proof. When potential customers see real people using and enjoying your product, their confidence in your brand will increase.
Build an Influencer Network
A discussion of online branding strategies wouldn’t be complete without mentioning influencer marketing. Influencer marketing involves working with someone who has a dedicated base of online followers so that their followers can get to know your brand. This might include writing a branded guest post on an influencer’s blog, having an influencer share a photo of your product on Instagram, or teaming up with an influencer to host a webinar, just to name a few examples.
As a new business, you might not feel like you have the clout to work with an influential blogger or social media personality, but influencer marketing campaigns can work for companies of all sizes, as long as you’re willing to invest some time and effort.
ViewNVisit can help you in defining your online branding, contact us for more information.