Tools like Google Analytics allow you to track the conversion rate of each page of your website, and platforms like Google AdWords and Facebook Ads allow you to bid for leads and sales in a world where it can understand what many marketers forget about the value of branding.
Branding is a lesser-known aspect of digital marketing, a strategy that produces real results over months, years and decades, rather than minutes, hours or days. Branding is an outlier in digital marketing because of three characteristics: traditional, time-consuming, and long-term.
Branding is not as immediate as a PPC campaign, but it is one of your most valuable marketing assets. An established and trusted brand can draw large numbers of new customers into your business and propel you to the top of your industry.
Fortunately, taking the first step towards building a trusted brand for your business is not as difficult as it may seem at first glance. Below are seven tips for establishing, expanding and strengthening your digital brand presence as a B2B or B2C company. Also, there are many companies providing online reputation services at highly affordable prices.
Become an industry content authority:
One of the most effective ways to establish and strengthen your brand is through content.
Whether it’s blogging or video content, the most well-known brands tend to have a lot of engaging and authoritative content. Content is a great way to make it clear that you are a brand that is interested in helping and teaching people for free.
In B2B, brands like Moz use blog content to define themselves as an authoritative source of information; Moz’s blog reaches hundreds of thousands of readers each month, increasing their presence and reach.
In B2C, brands like Red Bull use video content to generate millions of impressions, all of which have a positive effect on brand awareness; Red Bull’s top YouTube videos reach tens of millions of readers; and Red Bull’s top YouTube videos reach tens of millions of readers.
Since 2006, Red Bull has used video content to generate nearly 1.5 billion impressions across its video library.
Each one of these impressions is an advertisement for the Red Bull brand, and it’s unlikely that viewers will ever forget. Every time someone reads your blog post watches a video, or listens to your story on a podcast, their impression of your company is stronger.
Red Bull videos are great, but effective content doesn’t necessarily have to be expensive. An engaging and interesting blog post can generate tens of thousands of impressions.
Content also has a complementary effect on SEO, and engaging content can attract links as well as page views. In this way, you can improve your website’s search results visibility while strengthening your brand in the long run.
Use Facebook and Twitter ads to promote your content:
Creating great content is a great way to strengthen and expand your brand’s presence, but if no one can find you, you’ll get little to no results.
Platforms like Facebook ads and Twitter ads are valuable tools for content promotion. Both allow you to reach a large, targeted audience that is likely to respond positively to your brand.
Facebook ads can help you reach a highly responsive audience by allowing you to target people who prefer products and companies similar to yours; Twitter’s advertising platform even allows you to target an audience of specific brands and people. There are many online reputation management agencies that provide services.
This means that you can promote your content to a specific audience, limiting it to those who are most likely to read and respond to your content. In effect, you can reinforce your brand without reaching people who are unlikely to become customers.
Facebook ads and Twitter require some testing, but both can be very cost-effective brand development channels once the campaign is “dialed in”. If you’ve never advertised on Twitter, our guide to Twitter advertising for start-ups and small businesses is a great place to start.
Become a prolific guest blogger:
For brands with a clearly defined audience, guest blogging is one of the best ways to put your content (and your company or brand) in front of a responsive and interested audience.
Digital marketing guru Neil Patel has one of the most powerful brands in the world of online marketing, but this is mainly because he’s been recognized by Social Media Examiner and Search Engine Land from Entrepreneur and Search Engine Land as a Social Media Examiner and That’s because we’ve guest posted on hundreds of prestigious marketing blogs over the last few years, even Hubspot.
“Prosumer” brand WP Curve targets entrepreneurs and freelancers who need help with WordPress, and we’ve built our brand by guest blogging on entrepreneurial blogs and digital strategy websites.
If you have a clear target audience in mind, guest posting is one of the most efficient and cost-effective ways to enhance your brand – it’s 100% free and the only real cost is the time it takes to come up with content ideas and write articles.
People are more likely to respond to your content than to banner ads, which gives you an edge over your competitors who rely on paid media. Through guest blogging, you are more likely to generate a large number of conversions and new customers while establishing your brand.
Without a doubt, the biggest advantage of guest blogging is that it allows you to tap into the authority of your existing website. Reach the right audience through the right blog and you can gain tens of thousands of readers with a single blog post.
Make your content and image consistent:
Good branding depends on the message being consistent with the brand image, and Red Bull is using video so effectively because the themes of extreme sports and pushing the boundaries of adventure are in line with the brand image.
If a brand like Xerox created a YouTube channel and started releasing videos of extreme sports, would they get the same results as Red Bull? It won’t be.
What matters is that the tone, feel and subject matter of your content is consistent with your brand image. Otherwise, you won’t be able to create a meaningful connection with your audience.
An example of a branding campaign that failed due to a lack of consistency is Microsoft’s 2008 ad campaign with Jerry Seinfeld.
While the ad is funny, it has no real connection to the brand or product being promoted. People enjoyed the ad, but at the end of the day, it didn’t meaningfully increase Microsoft’s brand awareness or trust.
Branding works best when it’s authentic. Instead of appealing to the widest possible audience with a generic, broad message, focus on reaching your most valuable audience with an engaging and authentic message.
Focus 100% on branding, not conversions:
Online, it’s very easy to track the exact response rate and profitability of your ads, right down to top performance placements and demographics. It’s therefore tempting to focus on conversion rates and short-term ROI as a barometer of a campaign’s effectiveness.
As a result, many marketers launch social, search and display campaigns with branding in mind and compromise by optimizing for direct response metrics like ROAS (return on ad spend) and conversion rates.
Branding is most effective when there is no sense of imposition or urgency. The most effective branding campaigns in the world focus entirely on connecting a specific brand to a specific emotion, rather than encouraging people to buy or act on a specific product.
Nike’s famous “Just Do It” commercial doesn’t end with a call to action, but with a flash of the Nike logo; Old Spice’s amazing The Man Your Man Could Smell Like campaign encourages people to buy something, and has turned a boring and outdated brand into something fun.
It’s best to keep branding and direct response separate, as the goals of a branding campaign are somewhat the opposite of the goals of direct response. As for the true value of branding, view conversions from branding as a lucky free extra will only show up in the long run.
If it’s priced right, banner ads can still be effective:
Over the past five years, the rise in CPM rates for display advertising has made it a less attractive channel for branding. Despite this, display (or banner) advertising can still be a very effective way to expand your reach and improve your presence.
The key to effective branding through display advertising is to find a website that is highly relevant and attracts an interested audience. If the people who view your ads are likely to become customers or evangelists for your brand, they’re a great audience for a display campaign.
A great example of this is by performance advertising platform Marin Software, which advertised a 2016 report (presenting your brand as the authority on digital advertising) in Search Engine Journal, a website read by digital marketers.
When you discover a website that is a perfect match for your brand and guest blogging just isn’t possible, display advertising is a great way to get the exposure you want at a reasonable cost.
Also, platforms like Google AdWords give you access to most large websites as an advertiser. Many of the world’s largest publishers also sell their residual inventory at a discount through real-time bidding marketplaces like SiteScout and platforms like BuySellAds.
Let’s Wrap Up:
I hope in this blog you get the information about the latest reputation management solutions. If you need any help related to reputation management services, you can us we are one of the leading online reputation management companies providing the best solutions as per the specific demand of the customers.