- BUSINESS BLOGGING TIPS
Turn a Website into a Brand – 3 Easy Tips
Social Media Branding
While much of the flurry about social media can seem to be a flash in the pan, it is also an un-missable opportunity to connect with your audience. If your company is one that has a great deal of contact with consumers, enough to build up a relationship as opposed to a company that relies on one-time purchasers, you’re missing out on a huge chance for audience retention if you don’t build a social media presence.
While your company should of course be using social media such as Facebook and Twitter (and you almost certainly already are), you have to ascertain that you’re using these sites correctly for maximum conversion. The best thing you can do is not entrust your social media to an intern, no matter how cheap or Internet-savvy he or she may seem. Every interaction with your customers is a way to build your brand in their mind. Make certain that your logo and brand colors are prominent on your profile page for each social media network, as well as in your avatars.
Emphasize SEO in Content
Building a brand is important for more reasons than wanting to be noticed and recognized. When your customers associate your site and your image with the product they want to purchase, a powerful link forms in the minds of the audience. More importantly, this is why good SEO practices are worth more than to simply drive up hits.
When your website consistently ranks high in SEO, that builds brand loyalty. Certain websites like Google have so powerfully entrenched themselves in the minds of consumers that many consumers start associating ubiquity with quality. There’s a reason that Coke outperforms in every taste test—except blind taste tests, in which it underperforms every time, according to Slate.com and “The Coke Paradox.” When consumers see your site continually ranked high on Google for your keywords, they start to associate you, whether erroneously or by association, as “Google’s Favorite.” Whether you can handle this branding yourself, or whether you need to hire an SEO copywriting service, this is an important step you cannot miss.
Build Brand Loyalty – Before the Brand Exists
It is never too early to start building your brand. Your logo should be perfect from day one, and no matter how you evolve and change it, should retain the key elements. Every word in your content should emphasize that for what you provide, this is the standard. You are the real deal. Nowhere should you boast of being “just as good” as the brand-name version. If you’re the smallest, you’re the most genuine. Be the real deal in every word of content you produce, and your consumers will react accordingly.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.