Online branding helps businesses build a consistent, unified web presence. Company pages and social media accounts are instantly recognisable and help potential customers learn more about the business.
Web presence is critical to success in online business. Consumers seeking information about a product or service see the same company coming up in several different locations; this helps build credibility and tells the consumer that this company is an expert in their field.
Why Social Media Marketing Matters
Most consumers look for information before buying. They might browse or window shop in traditional stores, but more and more turn to the internet for customer reviews, special pricing, photo galleries, etc. before making a purchase.
Social networking websites like Facebook and Twitter allow companies to interact with customers, reach a huge reader base and establish credibility in their niche. Consumers can easily share their favorite products, good customer service experiences and more with their contacts.
However, they can also share negative experiences. Create a professional, unified web presence across social networking and bookmarking sites like MySpace, Delicious, Digg, and Facebook to reap the benefits and manage any negative publicity.
5 Social Media Branding Tips:
1. Use the same colour scheme, logo or graphic, mission statement or company message, and contact information on all social media profiles to create instant recognition in consumers.
2. Carefully monitor each profile, subscribing to emailed updates and Google alerts, to monitor what other users post about the company. Nip potentially bad publicity in the bud by interacting with users and resolving complaints immediately.
3. Use privacy settings and account settings to make the profile public and searchable by search engines, but consider limiting the amount and type of content users can post to the profile, ie. video, wall posts, photos.
4. Always proofread posts, tweets, and profiles to put out a positive, professional message – and avoid embarrassing blunders and typos.
5. Interlink all social media profiles, making it simple for users to find information on the company at the different sites they use. Add links to each profile on the company website and let readers know how they benefit by following along, ie. “Follow us on Twitter for new product releases,” and, “Join our fan page on Facebook for exclusive updates on our upcoming projects.”
The Benefits of an Organised Social Media Marketing Campaign
Social media marketing allows businesses to build a following of loyal and dedicated customers. Building a presence across several different social media sites is an investment of time; however, these sites are free to use and the increased reach is incredibly valuable.
Companies engaged in social media marketing access a targeted audience of potential buyers already seeking information on the product or service for sale.
Finally, companies can use social media to engage potential customers and improve the customer service experience. For best results, create a marketing plan, measure the success of each social media marketing outlet, and choose two or three sites that help increase sales and create the most buzz.
By M.L. Miller
