The importance of online branding

If your website aims to get business contacts and if what your company sells are not products but services, online branding should be your priority.

What is online branding?

We call “online branding" either "online branding"to the management of a brand/person's reputation on the Internet, using digital marketing tools.

Why is online branding so important? (especially for service providers)

When what you want to sell is not a tangible product, the client must decide based on the information available about that service, whether on your website or on that of third parties. The reputation you have created around your company is what will ultimately decide the sale.

Online branding and basic digital marketing techniques.

SEO

More than 90% of searches on the Spanish internet are done from Google (Source: Global Stats) so the main tool to manage your online branding is SEO (natural positioning in search engines).

Look for your brand, the name of your company, the names of some of your executives and manage well the image you are offering on Google.

Focus your website on customers, not products

Let me explain: this is one of the principles of relationship marketing, customer orientation, as opposed to product orientation. To do this, divide your customers into 3 or 4 market segments, and on your website, create an area for each of them. In these areas, use their vocabulary, images that they can relate to, and talk about their needs and concerns. Explain how your services or products can solve them.

Example 1: www.dell.es –> observe how they separate companies from individuals.

Example 2: www.tnc.cat –> notice how they create sections for “schools”, “companies”, “universities”, etc.

Your clients' testimonials

No matter what you say about your brand, anything said by one of your customers has much more credibility. So use testimonials from loyal customers to convey the brand image you want to show to your future customers.

You can publish the testimonials on your website and social networks.

Public relations are useful

Use them for the following:

1. To improve SEO. A link to your website published in online press improves your search engine positioning. So don't forget to include links to your website in the press releases you send to the media.
2. To improve branding. Create a section of the type “What the press says about us” and every time they publish something about your company, cite it in this section and link to the source. As with testimonials, the press is much more credible than anything you can say on the web. Post it on social media too.

Social media and online branding

Use social media to convey your brand values and leverage your website to showcase your “followers”, “likes”, or whatever… (as long as they are good 🙂

Perform a good benchmark before you start

It is important to know what your competition is communicating, how they are doing it, and what results they are getting.

Here you will find an article I wrote about “How to benchmark". It can be very useful to you.

Google Analytics will also help you

Check the bounce rate of your homepage (you can see it in Google -> Reports -> Behavior -> Site Content -> All Pages). The bounce rate of a corporate website should not exceed 35% of visits. If it exceeds it, review the design, usability, site speed and content of the homepage. Don't give up until you get to 35% or less.

(He bounce rate indicates the percentage of users who enter our website and leave it without browsing any page. Here you will find an article about How to lower a website's bounce rate)

Take control of your brand reputation management (whether it is your company's or your personal brand), and don't let chance decide the image you project.

Cheer up!

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