It is understandable how managing several social media sites, a company blog, website content and forum reading and posting in an effort to create and maintain an online brand presence quickly becomes overwhelming for a small business owner. In an effort to do it all some small business owners may assign tasks to other employees. There is nothing wrong with multiple people within a business handling the various online marketing strategies as long as there is a consistency of voice. If the voice of one’s brand wavers online brand presence is actually hindered rather than helped.
To avoid hurting one’s delicate and new online brand presence there are a few consistency tips any small business owner can adopt to help avoid costly mistakes.
Online Brand Presence – Consistence User Name
This seems too easy but it can be a problem for small businesses. When joining forums and other online communities a small business must always have the same user name no matter who is doing the writing. If multiple user names are created customers and fans of the business may become confused, or worse, not realize that one business is behind all of the posting which is the opposite of one’s online brand presence goals.
Online Brand Presence – All Writers Understand Goals
Behind every great online marketing strategy should be even better goals. These should be decided upon before a single Facebook or blog strategy is even discussed. Once the goals are clearly defined any employee managing a specific strategy can stay on course since the goals are set in place and understood.
Online Brand Presence – Monitor the Brand
Even the best laid plans, clear goals and consistent writing will do no good if one’s online brand presence isn’t established. To ensure this top priority is being met every small business owner should search their brand regularly. For some this will mean weekly, for others almost every day. Sometimes a search (on several search engines) will allow a clear and unbiased look at how the strategies are working. If consistency is an issue a good search should expose it.
Regardless of how a small business goes about establishing their online brand presence consistency must be kept in the forefront of all writers. Although this is an issue primarily when there is more than one writer a lack of consistency can still pop up with one writer if the writer doesn’t stick to the previously established goals and not let mood or emotions interfere with the job at hand.