Dec 3, 2013
17 Ideas on Building Effective Brand Online [INFOGRAPHIC]
Posted by Irfan Ahmad Digital Information World Author Pakistan author profile Tuesday, December 03, 2013 contentmarketing , info-graphics , onlinemarketing
What is a brand, after all? Something that stands for a very distinct idea. When people hear of Nike, they don't think of camera, in spite of the similarity with Nikon. When you have a brand, you must be very definite about what people ought to expect from you. Canon, for example, makes both printers and cameras. Let's not even talk about Sony! It is not important that the realm is the same: electronics (how does 'Sony Noodles' sound?), but the fact that with enough advertisement, the branding was etched into people's minds. And if Sony were, indeed, to manufacture noodles, you can bet they would find a strategy to incorporate that noodle-making image seamlessly into their brand or reinvent themselves so totally that an entirely new image would take the consumer world by storm.
|10 Way For Building A Strong B2B Brand Online for dummies [Infographic] - by iab|
As far as website content ideas go, focus with comprehensive coverage is the key-point. Focus on a subject (or subjects, if you are an electronics brand manufacturing noodles) and then thrash the heck out of it leaving no effing stone unturned. You need a definite strategy, of course, and we have a few content ideas for you that could help you establish your online brand effectively enough.
Show everyone the right way to buy things. Be helpful with no-nonsense info. Give your prospective customers what they would not ordinarily know about a given product. Before things get confusing, this is one of several 'Categories' we are going to discuss. You will have to think up the names on your own because we don't know your marketing strategy, but you probably shouldn't use ours!
We know what that stands for, but include non-frequently asked questions as well. Your own market surveys should provide you with enough information to form intelligent content here. Include comparison charts that emphasize your product over your competitors'.
The two categories that we have already discussed do not include mistakes that people make. This is because, for reasons unknown to us, teaching people the right way to do things does not necessarily prevent them from doing wrong things. Never mind the intricacies of the human mind - just have a category that describes real user adventures that are to be avoided.
Word of the Day kind of post is nice. Educate people on terminologies in your field so that they can make sense of the technical stuff. However, this does not give you the liberty to write in a language that would require the reader to constantly refer to the 'glossary' on your site. Make sure your content flows easily and is devoid of jargon as far as possible. When in doubt about the clarity of a term that must be used, make good use of bracketed text for explanation.
Now, this is what can make you appear like a real expert (not that you aren't one). Predict trends. Unless you are manufacturing outlandish stuff that cannot possibly have a market, try to include your own soon to come product types as the trend that is going to emerge. This is not an unscrupulous move since we are assuming you will have done your market research to determine what kind of product will sell well before deciding upon the 'soon to come' types. Don't make this too obvious - but again, we don't have any concrete advice beyond that because we don't know what you are selling, and how.
This is of some significance. Imagine that your trend predicted that it is going to rain and so your consumers will need something like umbrellas. You also predicted that the intensity of the rain will be so high that normal umbrellas will not suffice. This, of course, has to be based on truth - as far as you are aware of it. In case of a literal market for products that people use to ward off the rain, you could be warning consumers to prepare in advance for a deluge, with some special kind of waterproof apparel. However, we really had Investments in mind and the rain was a metaphor. If you publish useful articles that can help people to avoid loss or, at least, make adequate preparations to minimize loss, your brand will stand out in no uncertain manner.
Gather resources, offline and online, for further reading. Your visitors, whether they use these resources or no, will consider you an expert in the field if you do this. This does not have to be done in the form of articles. You can simply have a 'Further Reading' section at the end of each or most articles. You can have all sorts of things here, including upcoming events (not necessarily your own) and existing blog posts. This section should be prominent, and must not be clubbed with citations.
Just one more thing before we end: a content strategy is useless without content. You may hire writers or do your own writing, but make sure you follow a pattern and deliver consistently. Sporadic publishing, no matter how valuable, cannot enhance brand image. You must rouse expectations and deliver every single time, and on a regular basis.
image by: udemy
This article is contributed by Levi Herris, he is an online consultant for Career Pro Plus. He loves to blog on various areas of Online marketing and ways to boost business.