Building Your Online Presence
The Internet is evolving dynamically. Building your online presence is, therefore, a must in such a dynamic evolving environment. It is a great opportunity for brands to connect with their audience in a more strategic way. Brands must define online strategy keeping in mind target audience and the user behavior. Building an online doesn’t mean only focusing on Social Media Marketing or Digital Marketing, it means building a strong 360-degree online presence.
Although it seems to be an easy task to achieve, when evaluated, Internet can be a tricky medium to understand. For example: recently a newcomer and upcoming actress Priya Prakash Varrier took the entire nation by storm with just a wink of an eye. All she did was to follow her director’s vision of winking at a guy showing teenage affection. The video became viral overnight and Priya had become an Internet’s latest protégé across India. Now nobody had planned to make the video viral, still, it went viral and was termed as a success. This shows how tricky, unpredictable and dynamic is the medium. But if the vision and mission is well defined, it makes a bit easier to promote a brand on Digital platform.
We all know how big Internet as a medium is and a brand considers being on the Internet as the best tool to promote their brand at a relatively lower cost. That’s the truth, but how to do go about it? The primary and foremost important thing is to define a brand’s goal. What is the purpose of the brand to be on the Internet? We all know the bottom-line being increase in sales. Sometimes a brand just wants to create awareness, sometimes just to have a one-on-one conversation with its users. Goal definition should be in lieu of the organizational goals and capabilities. Once a goal is defined, it becomes easier for marketers to define a strategy and creative route for the brand to promote on a particular medium.
Content is King
How much so ever, we try to ignore the fact remains that content is the king in the digital scenario. Posting relevant content related to brand features or benefits is very important else there can be a case of misguidance. For example, a company manufacturing shaving creams should post content related to shaving creams and not shave blades or lotions. Also, search engines always welcome and encourage good quality content. Good content also helps brands get 1st page rankings on search engines.
Be Active and Consistent
By just having a social media page or a website doesn’t necessarily guarantee digital success. It is all the amalgamation of tools and mechanism a brand uses to promote their product. Daily interaction with the followers is an ideal situation for the brand to be on top of the minds of its followers. It is also important to continuously educate and inform brand followers with latest updates, news, movements and important events. Also on social media, there are lots of brand queries regarding the product or services. Brands must ensure that these queries don’t go unnoticed. This process is also called as Online Relationship Management (ORM).
Search Engine Optimization (SEO) is a must tool. SEO helps brands get good results in search engines. Getting on 1st page ranking on search engines is mammoth of a task. SEO helps brands to fulfill the desired results. It also helps brands to make sure the targeted content or keywords are highlighted in search engines. Through SEO brands can use specific industry keywords to get best results on search engines.
By now we know that search engines love content. Good content. But anything above a certain point starts to decrease the value of the content. For example, when we log into any of our social media accounts. We find lots of posts from the pages we follow or groups that we part of. But if we begin to scroll down the newsfeed and we find that more than 80% feed is filled with the same brand post, we will surely get annoyed. This might result in unfollowing the page or group. In an ideal situation, a brand must ensure that the posts that go up on their page should be max 2 posts per day. The time of posting totally depends on the brands’ target audience.
Analyze your strategy
Once a piece of content or a digital campaign is live, marketers must make an effort to analyze the result of the campaign. Search engines or social media do help you achieve your marketing objective but at the end of the day, even these platforms work on algorithms, which might tend to be difficult to understand. Hence, there has to be a synergy in what the brand posts and how the users react to that piece of content. Monitoring page likes, post shares, actions and reactions help marketers to plan their future marketing goals in a more organized way. For example, for a certain campaign a brand might get more traction Facebook in form of page and post likes but that might be the case with followers and retweets on Twitter. These observations help marketers to plan and execute their strategies well in time and in a more organized way.
Be Patient and Persistent
Rome wasn’t built in a day. Neither have any of the brands on digital platforms. To increase followers, likes, page views and post shares a brand has to be persistent with its audience. If you put out relevant content, your fan base will definitely grow. But marketers must realize that miracles don’t happen overnight. Consistent content, posts, campaigns and interaction with the followers over a certain period of time will definitely help the brand to grow on digital mediums. Brands must also welcome experimentation on digital mediums as nobody has a quick buck formula to make a grand success. Small experiments also make you learn what your target audience expects from you as a brand and what type of content they want from you. These experiments help the brand grow substantially in the long run.
If you are looking to grow your brand Digitally, do get in touch with us and we will be happy to help.