Top 15 Actions to Build your Brand Online

by Brad VanAuken, BrandForward, Inc.

One can use the Internet to:
• Increase brand awareness
• Reinforce the brand’s unique value proposition
• Tell the brand’s story
• Identify customers and build lists
• Create a dialog with customers and potential customers

Here are the top 15 actions to take to build your brand online:

  • Create and actively maintain a blog to significantly increase search visibility, establish expertise and build a community, brand trust, and subscriber lists.
  • Close to 60% of the people seeking out a branded product online use a search engine to do so.
  • Make sure you include the most important search phrases in your posts. (Google’s Keyword Tool can help you with this.)
  • You must carefully think through how you will add meaningful content to the blog on a regular basis. Blogs need to be fed constantly or else they die.
  • As you build subscriber lists, send the subscribers email with meaningful content and links.
  • Develop a regular distribution schedule and stick to it.
  • Make sure to include your brand’s signature and web link in each email.
  • On the Internet, visuals/images matter. Make sure you use appropriate and powerful visuals to reinforce each blog post.
  • People watch 4 billion YouTube videos every day. 68% of video watchers share links to the videos. Create highly compelling videos that tell your brand’s story and post them on YouTube.
  • Use RSS feeds to distribute headlines, new content and notifications more broadly.
  • Include a “Link to This Page” button on every page that you believe has worthwhile content to increase your site traffic through incoming links. Also add Facebook Like, Tweet, inShare, g + 1, pin it and other similar buttons to all worthwhile content.
  • Conduct periodic webinars and teleseminars.
  • Consider Facebook advertising as a way to achieve unparalleled targeting.
  • Create an affiliate program to extend your reach.
  • There are more than 5 billion mobile phone users worldwide and 1.1 billion smartphone subscribers. Develop smartphone/mobile apps for your brand.
  • Integrate online messaging with traditional media messaging for greater impact.
  • Consider Facebook advertising as a way to achieve unparalleled targeting. Also, consider using paid search campaigns using Google AdWords.
  • Share links with and advertise on those websites that rank highest against the search terms most important to your brand and business.
  • Monitor what people are saying about your brand in social media (Facebook, LinkedIn, etc.) and on websites such as Epinions.com and Amazon.com.
  • Use SurveyMonkey.com or similar online research platforms to research how people perceive your brand and its competitors.
  • I wish you great success in building your brand online.

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