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Building Online Brand Presence through Social Media, Part 1

One of the most popular ways to build online brand presence is to participate in social media.  We have suggested this repeatedly and gone to great lengths to help small businesses really gain a name for themselves and create an online brand presence while doing it.  Still, though, many businesses are faced with lackluster results and no increase in online brand presence after creating and paying diligence to their Facebook or Twitter accounts.  Faced with disappointment and frustration they may decide to quit.  Instead of throwing in the towel we want to return to the basics for a few moments. 

It’s easy to see how perhaps in all the excitement of a new Facebook account a business could forget what they learned in Marketing 101. For that reason we will review some very, very basic ideas of how to create online brand presence through social media using the exact same principles one would use in any other marketing device.

Have a Plan

We see all too often businesses jump head first into the social media pool without ever developing a plan.  An online brand presence does not come about by serendipity but rather through careful planning.  When approaching a social media website every business should develop goals in writing, then strategies for achieving those goals, followed lastly by tactics.  Goals should focus more on the online brand presence then sales.

Know the Audience

It’s tempting for businesses to want to drive the conversations on one’s social media account page.  After all they are the experts are they not?  The truth is that to really build an online brand presence businesses must let their customers set the tone for the conversations, and the topics.  By studying trends within the customer base businesses can anticipate the hot topic and steer it in their direction while appearing to let the customer hold the reigns.  That is smart marketing.

Remember Manners

If one was at a trade show they would never think of cursing at a customer or competitor.  Nor would they use vulgarity.  Some businesses forget how to behave online although the results can mean disaster for an online brand presence.  Whoever is responsible for handling the social media accounts should have stellar social skills and remember what they post lives online for eternity. 

Enhanced Online Visibility Developed through Social Media Content

After setting up a company blog to build an enhanced online visibility it can become difficult to find quality content to post especially if posting daily. The same situation can occur in social media posts like on Facebook and Twitter.  While creativity is a wonderful virtue to possess in the world of social media and blogging and goes a long way in achieving an enhanced online visibility there are certain rules for content that should always be adhered to.  Below is a list of some of the most common rules every company should obey at all times when posting a blog or social media comment.

1)    Enhanced online visibility should be a positive thing.  That means that all of a company’s posts need to stay on the sunny side of the street.  While times may be hard and the economy sinking one’s posts should always focus on the positive.  No matter what the topic there are ways to see the glass half full.  This is one of those times to let that creativity fly.

2)    Companies should avoid foul language, crude humor and trash talk at all times to create an enhanced online visibility.  There are, of course, a few exceptions – companies specializing in the vile and vulgar – but it is safe to say most companies’ target audience will not appreciate crass humor and profanity.

3)    Posts are not for selling products. Rather they are for selling solutions.  In fact, they are not for selling at all.  Social media is such a wonderful tool at building enhanced online visibility because it allows companies an ongoing and intimate conversation with their customers and potential customers.  That conversation is about sharing idea not pitching a product or service.

4)    Companies should keep a close eye on what trends their customers are following.  By allowing the customers to determine the topics they will be much more likely to participate in online conversations. Enhanced online visibility is deemed achieved by engagement of customers not the number of sales.

These are just a few tips for developing the much desired enhanced online visibility that companies so desperately desire.  It is possible through social media to create and maintain an enhanced online visibility while increase sales numbers but it takes hard work.  Companies utilizing social media and blogging should educate themselves on all aspects, not just content, before committing to this new and revolutionary enhanced online visibility tool.

Jump into Social Media for Online Brand Presence

For small businesses wishing to build an online brand presence participation in social media is a great way to do it while keeping the costs low.  In fact, the only cost involved with social media as an online brand presence building strategy is the time it will take.  Anyone who has ever been involved in a small business understands just how valuable that time can be which is why there are some simple guidelines to remember when taking that leap into social media with marketing as the goal.

1)    Start Small and Slow – Before biting off more than one can chew in regards to social media marketing for online brand presence they should commit to one website.  It doesn’t matter if the person updating has personal experience with the website or not when starting a page for a small business all the rules change.   We’ve talked in other posts about what should be included in social media posts and how to best attract and keep fans.  Learning to look at social media through those lenses takes some time to get the hang of.

2)    Update Often and Concisely – The often part of this tip is simple.  People want instant gratification and they love fast. Honestly, a small business should be posting at least once a day for maximum online brand presence growth.  The concise part of this tip is a little more difficult.  Communication is a skill that comes naturally to some and not so naturally to others.  One would hope that the designated ‘poster’ in a small business would have stellar communication skills but that cannot always be accomplished.  No one wants to take the time to read a rambling post.  Say what you mean and say it in as few words as possible to build online brand presence.

3)    Keep It In-House – It may be tempting to immediately contract out the work of building and maintaining an online brand presence to another company specializing in online marketing.  While there are plenty of successful and highly qualified companies one can turn to for these services it’s recommended that small businesses try to do it themselves first.  Social media is a very intimate means of marketing and customers and target customers want authenticity that can only be given by one of the team.  An essential part of online brand presence is authenticity.

These are only three tips to help small businesses kick-start their online marketing campaigns in an effort to further increase online brand presence.  The most important tip of all is to remember that social media is only one aspect of marketing.  It is a communication medium that helps the business connect with customers and future customers.  It does not make sales happen.  If social media is viewed as an opportunity to build online brand presence and not as a one-stop-shop of marketing it can be a success for any small business.

Take a Second Look at the Company Website for Online Brand Presence Hindrances

Creating an online brand presence is no easy task just as maintaining that same online brand presence requires devotion and time.  Many companies contract out their website design or have an in-house team take charge of the process and don’t give it much more thought.  Unless one has hired a leader in website design with a proven track record in brand building, particularly online brand presence, they should not assume that their website is good enough.

Unfortunately the look and feel of a website associated with a brand plays as much an influence in determining online brand presence as social media presence, blogs and web content.  A website’s aesthetics should match the brand’s goals, beliefs and overall theme.  All too often website designers get caught up in using a successful website design as a one-size-fits-all template when the truth is that each brand should be looked at with fresh eyes.

Sometimes the remedy is simple.  A company can greatly increase their online brand presence by changing some colors, fonts, and adding a few pictures.  Other times it takes a complete overhaul of the website.  If one is not happy with their company’s online brand presence hiring a professional specializing in branding isn’t such a bad idea.  The trained eye can pick up many subtle components of a website that others never consciously notice but react to emotionally nonetheless.

One tiny adjustment that everyone can do to their website that has been proven to increase online brand presence is add photographs of people.  If one questions the validity of this marketing tool they should look at highly regarded national and international brands’ websites.  Photographs of people are splashed all over the place.  The same holds true for social media sites and blogs.  People like to look at other people, plain and simple.

So before blaming web content or small budgets for one’s lack of online brand presence try looking at the website for a change.  If it was designed by someone without the training and experience working with creating and building online brands it probably is flawed.  Flashy graphics are cute but they won’t keep customers coming back for more.  By focusing on the website as a whole representation of one’s brand – color, fonts and all – an online brand presence can really begin to form. 

This is not dismissing web content by any means.  That is still the meat and potatoes of any website.  Customers and potential customers don’t visit websites for the graphics or catchy slogans.  Successful websites with the goal of increasing online brand presence understand that all the components of the website must work in harmony to create on overall brand image.  That is the only way online brand presence is achieved.

 

Focus on Others to Build Your Own Enhanced Online Visibility

Let’s just assume that everyone has their blog up and running, is posting on it every day and makes sure to make the posts thoughtful and well planned – all in the name of building an enhanced online visibility.  Maybe the numbers aren’t as hot as you’d hoped they’d be or you’re running dry on content.  Whatever the problem may be you’re feeling frustrated with the whole blog process starting to wonder if enhanced online visibility is ever going to happen and if it does is it even worth it.

Don’t fret. Yes developing your enhanced online visibility is most definitely worth all the hard work you are putting into the blog whether you realize it today, tomorrow or months down the road.  In an effort to give a new perspective to the company blog this post is devoted to increasing your enhanced online visibility by focusing less on yourself and more on others.

I know it seems counter-intuitive to say that but in reality it works.  Enhanced online visibility depends on others being interested enough in your product or service to know you exist.  A blog is a great way (as we’ve established many times) to accomplish this.   But not all blogs are equal.  One of the ways a blog fails miserably is by focusing only on itself. 

“Look what we are doing.” 

“Aren’t we cool?”

There is only so much of that kind of posting that people can take.  That is why focusing the majority of posts on other companies, other providers of service, other anything related to your industry will beef up the enhanced online visibility.

It doesn’t end there though.  Part of focusing on others is responding to comments.  If a fan of your blog takes the time to comment it is only polite to pay notice.  Not all comments are relevant but many are.  By just checking the comments once or twice a day and making a quick comment back blog traffic will increase followed by enhanced online visibility.

These are not difficult tasks to perform for someone already posting daily or every other day.  Sometimes it is even easier to stop trying to think of more wonderful news to write about your own company and look instead for advancements in the industry.  Enhanced online visibility is not easy to create and time must be dedicated for it to be done right but in the end it is most definitely worth it.

Key Words and Phrases Important in Social Media for Online Brand Presence Building

By now everyone understands the importance of social media for companies and their marketing campaigns if online brand presence in any way is desired.  No matter how big or small a company may be their presence in social media is a must.  But just designing a Facebook page is not enough to increase online brand presence.  Devotion to a brand’s page requires the same amount of effort as one’s personal page.  There are several ways to constantly improve one’s brand Facebook page, one of which being keyword optimization within the confines of Facebook.

Now that Google recognizes Facebook posts in its algorithms many marketing experts focus on using the social media giant to improve Google rank and therefore increase online brand presence.  While there is no hard in doing that companies should devote as much energy into improving their rankings within Facebook.  Keywords are also used for search on the website and companies maximizing keywords related to their industry will invariably create a stronger online brand presence.

When using social media companies have been told to keep it fresh, update daily, and find ways to keep their fans engaged to increase online brand presence.  This is great advice and is definitely the way to keep fans coming back, but how do companies get fans in the first place.  Part of building an online brand presence is roping in new target customers.  Not every customer is going to search for one’s company by name.  For them keywords are how they land on one’s Facebook page. 

Just like when writing original web content for one’s website social media comments must have keywords and phrases that will rank them higher in the internal search results thus building online brand presence.  Obviously the same rules apply as with web content – don’t overdo it.   The more natural one works key words and phrases into their comments the more effective it will be.  If one is a veterinarian in Peoria they would need to use phrases like ‘Peoria vet’ rather than ‘our office’ in comments. 

Thinking about what customers and potential customers will use as key words and phrases is only the first step to utilizing search engines for the maintenance of online brand presence whether they be Google or Facebook.  A lot of time and study goes into such processes and it is often in a company’s best interest to contact a professional in the industry of online marketing and development of online brand presence to get the ball rolling.

Quality over Quantity Is the New Game in Building an Enhanced Online Visibility

Now that we are squarely in 2012 everyone must begin to look to the year ahead and how to better their enhanced online visibility.  New reports of what to expect in every industry are coming out by the bucket loads.  After reviewing the predicted trends in industries related to enhanced online visibility we’ve pulled a view that are worth mentioning.  The biggest prediction we have noticed has to do with Google and the changes predicted in its algorithms used to determine rank. 

Google is going to battle in 2012 with those who manipulate the algorithms to get ahead.  They are focusing on the quality of web content rather than the quality.  Up until this point to raise one’s rank and enhanced online visibility in the process more pages needed to be added to a website.  Google interpreted that as good because obviously a company who has many pages has a lot to say.  Well, we all know that necessarily isn’t the truth.

There is a fine line between manipulating search rank algorithms and using guidelines to increase one’s likelihood of receiving a higher rank creating a more vibrant enhanced online visibility.  We have tried within the posts of this blog to feature tried and true ways of competing in the brave new world of online marketing by building an online brand presence and enriching enhanced online visibility.  These trends noted in the 2012 predictions (not the end of the world predictions) are in concurrence with our advice.  In short, to achieve an enhanced online visibility companies must devote the time and experience necessary to get the job done right.

Now that the Google Panda is onboard with this ideology we expect some big changes in 2012.  First of all, things are going to get more competitive.  As Smartphone activations are growing exponentially more and more people are utilizing search engines making those top ranks even more coveted than ever.  As Google and other search engines are realizing the underhanded schemes to improve rank through less than honest methods and begin cracking down on such practices new less than honest practices will emerge confusing companies even more.

Again, we fall back on do the job right.  There are no shortcuts to creating an enhanced online visibility.  There is no magic trick that one can do to become an overnight search engine sensation.  Creating a viable enhanced online visibility is possible for any company if they stick to the tried and true methods and heed advice given by the experts in the field.

Beefing Up Enhanced Online Visibility

By following the steps we’ve outlined in previous posts companies can begin to create their enhanced online visibility.  Once one has a taste of success they become hungry for more.  After creating the company blog, updating the website to make it look like a million dollars and becoming active on social media websites there is still quite a bit of work to do.  One of the easiest ways to keep that enhanced online visibility going strong is to keep the world (and loyal customers) abreast of current events in one’s industry.

There is a fine line between keeping customers informed about industry events and boring them to death.  As good leaders in a company most bloggers search daily for news pertaining to the job or industry.  Not every little piece of information coming down the line is worthy of sharing no matter how desperate one may be.  By carefully selecting material to be written about a company can keep interest high and maintain that enhanced online visibility they worked so hard to get in the first place.

Social media is a great place to start when maintaining an enhanced online visibility through news.  To have a successful social media campaign companies must be diverse in their Facebook updates, Twitter Tweets or any other type of post.  Never should a company only post about news or sales or accomplishments.  It should be a well-balanced blend of everything.  When considering news stories pertaining to one’s industry the writer should pick not only those events and stories which will be interesting to customers but also items which will shine a positive light on the company.  For instance, if a restaurant specializes in hamburgers they would not want to share a report about obesity related to burgers.  That is unless they were introducing a new line of turkey burgers.

The company blog is a great place to share news.  Not only should it be updated daily with new posts but it also allows guests to comment. Getting customers to talk about one’s industry is a great accomplishment and should be one of a company’s blog’s goals.  Again the same rules apply as with social media for what type of news stories should be included to maintain the enhanced online visibility.  No one wants to read boring insider-only industry news.

Maintaining one’s enhanced online visibility takes work.  For companies unable to commit the time and expertise required contacting a professional marketing or SEO service should be considered.  In today’s competitive marketplace slacking in building an enhanced online presence could just be the straw that breaks the camel’s back.

There is Truth to Our Tips and Suggestions for Building Online Brand Presence

This entire blog is devoted to helping companies and individual business owners develop and maintain an online brand presence.  Contained within pages and pages helpful articles are all kinds of tips and strategies gathered from some of the best marketing and SEO marketing firms and specialists in the world.  Anyone who reads this blog on a regular basis has by this point recognized themes – advice we repackage and reword time and time again in an effort to stress their importance in building an online brand presence.

Well, we feel vindicated.  Recently PRWeb reported in an article the top SEO tips and trends for 2012 as predicted from some of the world’s best companies.  Within the list are topics we just can’t discuss enough in this blog aimed at helping create an online brand presence.  Here is a simplified summation:

1)    Keyword Optimization and Research – companies must do thorough research into what keywords customers and potential customers are sticking into search engines when looking for services and products.

2)    Linking – There is simply no easier way to build an online brand presence than to link, link, link. 

3)    Social Media – Companies expecting to compete in this day and age must develop a strong online brand presence through social media.

4)    Forum Commenting – Perhaps one of the easiest and most affordable ways to promote an online brand presence is through participating in online communities by commenting on forums and other blogs. 

5)    Review Submissions – Providing well-written, thought provoking reviews of products or services in one’s industry is a great way to link.  Most of the time the reviews will be posted with a link back to one’s company.  Online brand presence is built and rankings are raised.

These are just five of the recommended best practices for companies wanting to improve their rankings on popular search engines and in turn increase their online brand presence.  Although all of these tips seem relatively simple they do require time and dedication, something many companies honestly do not have available.  To get the job done right hiring a professional may be the best decision.  After all a strong online brand presence will bring in far more revenue than the cost of any SEO or marketing expert.

Build Online Brand Presence through Expertise

During the last five years or so a big trend in marketing has been creating and maintaining an online brand presence.  In fact, so many companies (across all industries) are so focused on building their online brand presence that an entire industry has popped up as a result dedicated to making that online brand presence a reality.  While there are definitely many paths a company can choose to create an online brand presence some have proven results while some are a gamble. 

Any company ready to commit to the creation and ongoing maintenance of their online brand presence can begin by turning to professionals who know the necessary steps to establish a productive online brand presence. For those companies with an established brand and ready to move to the next level, there are several seemingly small tricks to follow that will reap major results.

As the internet continues to grow there are more and more websites devoted to questions and answers.  This is a great way to spread the word about one’s company.  Every company should commit to being an expert in their field.  Part of the responsibility of being an expert is answering questions.  By visiting such sites as Yahoo! Answers frequently one can give thoughtful answers to industry questions while furthering their online brand presence.

Frequenting question and answer sites accomplishes more than just increasing online brand presence.  It keeps the proverbial ear to the ground.  By reading common questions and common answers to issues linked with one’s industry one can begin to see trends in information and misinformation.  This can be useful for one’s own marketing campaigns.  Also, if one is in the business of selling products question and answer sites provide valuable reviews.  There are a number of ways a smart company can use such information to their advantage.

Cruising the internet looking for questions about one’s industry seems like a relatively simple way to build an online brand presence.  The truth is, though, that it takes time and dedication.  Companies unable to dedicate the appropriate amount of time necessary to maintain an online brand presence should not be ashamed to admit as much and leave it to a professional specializing in online marketing and search engine optimization.  As with anything else  to create an online brand presence of substance time will have to be devoted to have it done right.

Use Reviews to Create Enhanced Online Visibility

Companies dedicated to creating an enhanced online visibility are always looking for interesting and unique ways to do so.  One way that helps one’s own company as well as makes friends with other companies is to write a positive review of a product and allow the company being reviewed the freedom to use it as they please.  This creates friendly relations as well as increases one’s enhanced online visibility.

The idea is simple, really.  Within one’s industry an expert in a company finds products or services that are good, novel or compliment their own products and services and rights a glowing review.  Then, the review is posted on the company website for all to see (and is used to build an enhanced online visibility).  A link to the post is sent to the company (of the reviewed product) with a note giving permission for them to link back to the review as they please. 

The important part to remember in all this is that the review must be sincere to truly help a company’s enhanced online visibility.  The only thing worse than a bad review is a generic review of no real substance.  If a product or service being considered isn’t worth much or one’s company sees no substantial value in it they shouldn’t write about it.  This falls under the old adage of ‘if you don’t have something nice to say, don’t say anything at all’.

If, on the other hand, there is a product or service that has really wowed a company they should explain to the masses why they believe in that product – even if it is a competitor’s product. Yes, that is right.  If a competitor is really doing something right and one’s company writes up a review saying as much the competition will undoubtedly post the review (and the link back) everywhere possible helping create an enhanced online visibility for the company writing the review. 

Many companies feel that they have their hands full already trying to maintain a blog, a website and other marketing materials.  Between advertising online and through traditional methods companies may not see the benefit writing reviews would have considering the time required for completing.  The benefit is very real, despite many beliefs, and will surely help build an enhanced online visibility if done honestly and thoughtfully.

Commenting Correctly to Build Online Brand Presence

No matter whom one asks about ways to build an online brand presence the suggestion of commenting on articles and forum posting keeps popping up.  While in theory this seems simple enough in reality it is much harder if one really wants to utilize it as fully as possible. Thanks to less than honest comment posters flooding the internet in embarrassing campaigns to bolster online brand presence it has gotten harder for real, legitimate companies to utilize commenting.  It can be done, though, with a little patience and hard work.

The first point in comment posting to understand is that there is a fine line between not enough posting and becoming a menace.  To truly understand and learn where this line is located in regards to maximizing online brand presence I’d recommend that any blogger pick an online article in which they are interested and read the comments.  I can almost guarantee three-fourths, if not more, are selfish promotions.  They add nothing of quality to the article and simply take up space.

Now, I’m guessing anyone reading this post does not desire to be in that camp. With that assumption in mind there are a few rules and tips to follow to protect one from becoming a nuisance to blogs and forums while trying to build an online brand presence.

1)    Praise is a wonderful thing to dish out if an article or forum post is truly appreciated.  Be specific in the praise. WHY did you like the article? There is nothing worse than a generic “This article is great!”  If you’re going to take the time to type a comment when creating online brand presence make sure it has some grit.

2)    No promotions needed to create an online brand presence unless your company is truly relevant to the article or topic (in the case of a forum).  For example, if your company makes jewelry and you are posting on a forum for men wanting ideas for gifts for their wives, by all means drop a link to your website.  If, on the other hand, your commenting on a industry article about marketing jewelry, do you really need to promote your website? No, you don’t.  Leave an interesting comment about the content of the article.

3)    Comment often.  This cannot be stated enough.  One comment left on an article, blog post or forum will not establish your online brand presence.  It may take a little extra time to revisit the article, but find the time and keep commenting! It will be worth it when you become a valuable member of the community.