Everyone wants their brand and their business to stand out from the rest. Therefore, the following questions must be asked: what sets you apart from the rest? What do you have to offer that your competition doesn’t? Why should a prospect choose you over your competition? Every business owner must ask themselves these questions before they launch their business. It’s part of the behind-the-scenes strategy that not enough businesses take seriously.
Your online presence and overall brand cohesion distinguishes your business from your competitors. Branding includes everything from your logo, website design and advertising to social media efforts, as well as any experience your customers have with your product or service. It might sound cosmetic to some, but online branding should NOT–we repeat–NOT be overlooked! A good online reputation is crucial for small businesses. Customers need to be able to trust your business and feel confident about doing business with you. Establishing a cohesive brand with the right voice helps you with both!
You want to choose a cohesive branded voice that resonates across your platforms. The right voice will help your customers easily identify your business from the rest whether it’s through your written words or your spoken voice on podcasts. If you follow the few steps below, they will help you to develop a successful online brand.
Online presence is a great way for customers to better understand your business and services. It’s important that your brand is recognizable across all platforms. Each platform, whether it’s your main website or a social media platform, should be monitored and updated often. If you’re just setting up your accounts or even revamping them, make sure to have our copywriters review your content and design to ensure user-friendliness, readability and consistency. If we need to listen to your content, even better! We can advise you on tips and tricks before you hit the airwaves for the first time!
Join the good ole’ fashioned A/V club. Human beings have two ears, two eyes and one mouth. They listen and see twice as much as they speak. Of course, this is not entirely true, but it should be true. Online branding includes your website, your social platforms and any .MP3, .MP4, or .AAC files with your content inside. It won’t be beneficial to set up an account for every social platform if your audience isn’t there. This goes true of your listenership. There’s plenty of syndication and audio-sharing platforms to distribute your audio / music / podcasts. However, not every service offers the same demographics of listeners. Analyze your audience to determine the best ways (and places) to engage. Most likely, you won’t need every single social platform. A small combination of a select few will produce the same, if not better, results. Watch for new trends and determine the best time to expand your social presence.
Two applications that may help your business are Instagram and Snapchat, but not in the sense you might think. Even now, both can be used solely as content creators to then point people to another place to consume your content. Combine photos, text, emojis and graphics to tell a story. Then post that story on your Facebook wall, your YouTube channel or your podcasting landing page. Those are just 3 places where you can plant cross-platform content for more engagement.
Your online brand should give customers an idea of what your business is about and a bit of personal content as well. Customers appreciate it when a brand posts information that is not only helpful, but also allows them to connect with a brand. This gives your customers opportunities to leave comments online. You need to hear their reviews and see what they think about your product or service. Keep an eye on how customers feel, whether it is positive or negative. Make sure you reply to these comments regardless of them being good or bad.
Monitor the conversations (literally and figuratively) around your brand, no matter how big or small. Actively watch your platforms—online and even offline—so that you don’t miss engagement opportunities.
Do Your Homework
Research the best practices in your industry in terms of social presence as well. Check out what the larger brands are doing and evaluate the worth for your business. For example, if they have a podcast channel that caters to the same audience you do, it would be wise to invest in a podcasting channel and market it!
Keep tabs on bigger brands to know what your competitors are doing and stay one step ahead. Also, make sure to research each online platform, so you know the best ways to engage and get noticed. Lastly, don’t forget the metrics!
Thank you for your attention!