Brand recognition doesn’t happen overnight, unless you’ve made the headlines for something controversial – and who wants that type of negative publicity? Instead, brand recognition takes a great deal of time and patience. It may be a slow process, but it’s something worth striving for, because it does produce results.
In recent years, online brand recognition has surpassed physical recognition. Many marketing professionals would argue it’s more beneficial to have a strong social media presence than to have a commercial airing during prime time television. Others would say the two are equal, but it’s cheaper to build a social media presence. Either way, online brand recognition is incredibly important to any media campaign.
Some companies are better at building brand recognition than others. Brand.com is one of the leaders in building online brand recognition. Usually the process these companies go through begins by providing your business with a custom analysis. They’ll study your current online reputation, looking for ways to improve it. From there, they create a customized program that addresses your business’s exact needs. Finally, they build your brand using social blasts, blogging, news stories, reviews and more.
While you’re waiting for a company, like Brand.com, to improve your overall online presence, there are some simple changes you can make to improve your brand yourself. These strategies will increase brand awareness and improve your social media presence. You won’t see the nation-wide results paid marketing gets you, but you will notice a difference in response rate and an overall improvement to your reputation.
1. Humanize yourself by putting a face on your company. This means, sharing photos of your workplace and employees. Let people know who’s responding to their Tweets, who is responsible for the great content they’re reading and who runs the business they’ve come to know.
2. Engage with your audience every single day. Re-Tweet your fans on Twitter and encourage your audience to Re-Tweet your updates. Make sure to update your Facebook statuses and encourage your audience to leave messages on your Facebook wall. Connecting with your audience will encourage them to return to your pages.
3. Respond to your audience directly. If someone Tweets in favor of your product, thank them. If someone writes a negative Tweet about your brand, ask what you can do to make the situation better. Keeping an active connection is going to make your company appear more human and accessible.
4. SEO optimize your website, to ensure you’re receiving dedicated traffic from major search engines. If you’re unfamiliar with how SEO marketing works, you may want to hire a third-party company to manage it.
5. Start a blog on your company’s website. Make sure that all content is relevant and readable and you’ll notice a surge in traffic. Encourage readers to comment, by ending posts with a call to action.
An example call to action:
“What do you think? Tell us in the comment section below?”
6. Be constant with your brand. Inconsistency is the quickest way to confuse an audience. Don’t change your logo between social media channels. Make sure your online slogan matches your offline one. All of your branding should be the same, across all marketing channels.
7. Create Buzz. If you’re planning to release a new product, create a press-release and a countdown to the date, on your social media networks. Get a buzz going, before releasing any information or products, and you’ll notice the overall response to the release is increased.
8. Encourage positive reviews. Negative reviews are very damaging, so encourage your happy customers to leave reviews and testimonials on your website and wherever else your product is sold. The more positive reviews you have, the more sales you can depend on.
9. Use a consistent username. If your username on Facebook is awesomebusiness, but your Twitter name is coolaccounting, you’ve got a major problem. People are going to use the information from one social media account to locate you on another. It’s a smart idea to use the same username everywhere, so your best customers don’t have trouble finding you.
10. Be evergreen in all content and correspondence. Unless you’re a media outlet, too much controversy will paint your business in a negative light. Try to avoid heavy topics. Instead, focus on topics that are relevant to your field and draw attention to issues, without painting your business as a villain. Your goal is to reach as many people as possible and this requires being relatable to everyone.
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