When it comes to defining a purpose behind your brand’s online messaging, it becomes critical to consider the medium, and the nature in which consumers online engage with content.
The instinct of many brands new to online marketing is to take their offline messaging strategies online with little to no modification. Examples of a traditional strategy might be convincing consumers of your product quality or projecting a more open and honest image. Perhaps in a few cases, this might be a viable strategy, but more than likely, these brands are missing out on valuable opportunities to connect with potential customers and build meaningful brand-to-consumer relationships.
A brand’s first step in online marketing is to understand the purpose of its presence there. Here are four options to consider:
- Strategic Brand Message
- Search Engine Optimization (SEO)
We’ve already mentioned about your brand’s overarching strategic brand messaging, so let’s move on to the other three.
Search Engine Optimization (SEO)
Simply put, you want potential customers to find you online. This can’t be your only messaging purpose, because once you get consumers to your website, you’ll still need to engage them. But don’t underestimate the power of an effective SEO strategy. Here’s why: Consumers online are actively looking for you. This is not true with virtually any other advertising medium. A consumer who finds your site is a qualified consumer, one who is interested in your brand or product. Don’t miss out on this powerful opportunity by failing to develop a strong SEO messaging strategy.
While this is a common messaging strategy offline, it has a particular resonance online, because again, consumers are actively searching out your brand or product. If awareness is your goal, be present where your relevant consumers are seeking out and engaging content relevant to your brand (not just on your brand’s website).
It’s a new age in brand marketing, and the keyword is connect. Through social media platforms such as Facebook, Twitter and YouTube, your brand can connect to and develop relationships with your consumers at a level not possible before. This messaging goal takes a great deal of planning and even more active participation by community managers, but the benefits your brand could reap from more active brand loyalists and participants are worth it.
We hope to develop some of these concepts further in future blog posts.