Direct response marketeers are obsessed with sales leads generation and direct responses often neglecting the value of brand building online
Menu Todays special includes: online marketing strategy topped with brand identity.
Starters are: Online branding served with digital marketing strategies.
Main course if of course: branding online served with advertising brand strategy blended with the finest on online brand sauce.
Desert comes with the sweetest of brand image delicately flavoured with brand positioning & online brand development
Value Balance your online media mix evenly. Work to build your brand through different channels. Use display and content networks to build your brand through repetition, and get your ads out in front of your target audience using behavioural targeting, site specific targeting and re-messaging. From an organic search perspective, make sure that your brand name and messaging is consistent in all your title tags and meta descriptions. In addition, be sure that your messaging is consistent with your brand voice throughout your various channels, including paid search. By creating consistent messaging throughout the buying cycle, you allow consumers to continually recognise and recall(TOM) your brand. This will make you the clear choice when customers are ready to make a purchase.
Give your brand a voice. Based on your research, determine what your audience wants to hear and what message you want to put forward. This will form the foundation for your brand’s voice. But in doing so, keep the following in mind: Have an open mind and consider all ideas (Imagine Geico‘s reaction when its creative team first suggested using a lizard as their brand voice). When creating content, speak with your audience—not at them—as people respond better to a conversation that relates to them and engages them. Be consistent in your messaging as people look for consistency in a brand.
Build up your reputation online. Building your reputation online is similar to a networking breakfast, but it’s not as easy and it takes more time. First, it’s important to have a clearly defined strategy for reaching your audience. Next, you need to identify the tactics you’ll use in the process. For instance, be sure to leverage any existing offline partnerships you have in order to grow your reputation online. Doing so will not only help build links pointing back to your website, but it can also enhance your organic search presence. Overall, the more prevalent your brand becomes in the mind of your reputable peers, the stronger your reputation will grow online.
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