3 Ingredients to Effective Online Brand Management
Online Brand Management
is actually easy to do, much easier to do than traditional brand management. Primarily because monitoring and metrics are so easy to acquire and more accurate in the online marketing space. You can also make faster changes to adjust your campaigns according to data you are able to instantly get.
So what are the 3 ingredients that are going to ensure the success of managing your brand identity over the internet?
Social Media
There are so many blogs, social networks and online forums and communities out there today that people use regularly, and where a lot of consumer often talk about a product, company, a service, a BRAND.
In a recent article on GirlsInTech.net entitled , the author mentions that a lot of negative feedback from consumers typically appear on these sites and while it is impossible to control negative commentary, the best thing for product owners to do is be in touch with their market, be ready with a plan or a set of responses to deal with specific issues, and if something catches you off guard that you did not prepare for, respond quickly.
This is usually how online reputation management professionals deal with these situations, but if you want to really build your brand identity online, don’t simply be reactionary but be proactive, adhere to good business practices and make customers happy. Prevention is always better than cure.
Search Engine Optimization (SEO)
A few weeks ago I wrote a post about and how a key element was developing a set of keywords that you may use consistently as part of your offer or positioning in order to successfully associate your brand with those keywords.
SEO knowledge will help ensure that your publicly viewable correspondence or communications about your brand on social sites will get top visibility on search engines to build a healthy search engine reputation. This is brand reputation management specifically targeted at search engines, where keyword searches for your brand coupled with other keyword modifiers yield results that help prospects who are researching your brand, decide on buying you.
Tracking and Documentation Skills
Each online marketing strategy has specific goals and those goals are evaluated based on very specific quantifiable data that you need to acquire, measure, track and use as basis to further tweak whatever you are doing for brand reputation or brand identity management efforts.
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Islands Banca Cruises: An Example of Healthy Search Engine Reputation
In the past I have always used Islands Banca Cruises on my blog posts on SEO, online marketing and linking… what can I say.. apart from believing it to be a good product, I also know some of the people behind it and am good friends with Kitchie too!
In fact Kitchie mentioned to me their idea of putting together a website when I was still based in Cebu, and they did register their domain for their website on April 13, 2008.
So, let us say you were someone who knew what you want to do and where to do it… specifically island hopping in cebu. You got wind of it from either friends, or maybe saw a feature on TV, or a magazine. But, you have no idea who to contact in Cebu for island hopping.
So you would likely ask around, OR go to Google and type keywords related to what you want to do… so you would type in keywords like…
- island hopping in cebu
- island hopping cebu
- cebu island hopping
Guess what, the Islands Banca Cruises website ranks at the top of Google for those searches… studies show that the website at the very top of the search results always gets the most traffic.
So from there, as a potential customer you find their website, browse around their site, check out photos, rates, promos and packages, etc. But you want to be sure you are actually going to get good service, and you may have a few doubts about giving your hard earned money to them… I mean, all the information on their website is supposed to sell their service right? So how do you find out if they are the best island hopping service provider to choose?
You either ask friends if they have heard about Islands Banca Cruises OR, go back to Google and do a search for the brand name, Islands Banca Cruises, or Islands Banca Cruises coupled with other keywords such as reviews, comments, good experience, etc. What you are doing now is actually trying to find a reason for you to justify your purchase decision, you already know what you want to buy but might need convincing… and the results you will find will indeed convince you because…
If you take a look at the results for the phrase, Islands Banca Cruises, you will find that the top 10 results are a mix of other people talking about their overall positive experiences with Islands Banca Cruises on their own blogs, there are also website directories where Islands Banca Cruises has been listed and finally a forum. This is a good mix of sites that contribute to an overall positive Search Engine Reputation that help reinforce a positive product perception among its potential customers.. and it is not because of good SEO, but also good marketing paired with good business practice that leaves customers happy, happy enough to voluntarily talk about the experience. Yes, Web 2.0.. social sites, user generated content sites have definitely changed how we can do marketing online, it made it easier.
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