When you have a brand, the entire goal is to try to get the word out so that customers will recognize your brand and do business with you. Companies often spend a small fortune to create a brand, but it will not do any good to have a dazzling brand on the web if you are not actually attracting consumers of the type that actually want to do business with you. Name and logo recognition can only take you so far. At a certain point, you are going to have to start upping the ante and getting those customers to do more than look, you need them to buy.
Taking Your Brand Digital is Easy, Giving It Impact is Tougher
Putting a brand online is definitely not too tough. You can put your logo on a web site, use it on social media platforms and then start shouting about your company from the rooftops. Plenty of companies have done this for months or even years before noticing that even if people are paying attention, they are not responding. This is because most of us are used to branding in other types of media such as print, radio or television. Those media are one way streets where the whole idea is to shout at the customer and try to convince them to do something. People are largely tired of that that type of marketing and today they demand a lot more because, well, they can. If you want them to do business with you, you are going to have to create an impact. In order to create an impact you have to get them to start taking action and spreading the word about your brand.
Today’s Keyword for Brands on the Web is: Engagement
Yes, engagement is the name of the game because you really are going to have to get people to respond to your marketing messages. You want them to not just visually recognize you, but to then step closer, so to speak, and get involved. You need to give something away or interest them in a contest where they could win something or somehow capture their interest in a meaningful way. Converting that interest into action is almost like training the consumer to interact with you. Instead of just shouting at them, have a conversation. Get feedback from those who are willing to speak up. Ask them to Like or re-tweet or + something if they think it is good. This is how you can start to see what people care about and if your brand caters to something that matters to the members of your audience they are going to do more than just passively observe the things you say and do as a brand. Get them engaged because that is priming them to do what matters most: purchase something.
Stay Active and Keep Giving Your Audience Experiences They Want
Just having a web site or a social profile is not enough, even if you make it look gorgeous. You have to keep moving because that motion is going to attract the attention of those roaming the web. Keep running promotions and fine tuning based on the feedback you get. Keep pushing your brand out there, but make it part of an offer. You can always find ways to make things fun for your audience and when you do, they will talk about you. When they talk about your brand in public, they reach people that your marketing efforts might well not have reached. As you can see, this creates a ripple effect and it could help your brand’s message start to go viral. It is definitely not always easy, but if you do what you can then you are going to start seeing results because as you engage your audience with better and better experiences, they get more and more excited about doing business with you and they stay loyal for longer, too.
Audiences That Engage End Up Spending More and More Often
Here is the bottom line that is going to matter for businesses: profits come from a core audience that regularly responds to your marketing message by buying things. Those who put together great brand promotions leave their core audience with good feelings and primed to purchase the next time an offer they care about is made. As you learn more and more about your audience members, you will get better and better at figuring out what you can do that is going to delight them and spur them to buying.