Chapter Ten: Forgetting about SEO
Far too many Internet websites rely on content that is based on what is respectively known as “Search Engine Optimization”. And just as many of these websites are coming to realized that SEO is not the greatest way to write content for their website customers and potential customers that is going to get them the attention that they want to bring to their online business.
Successful branding is all about one thing: acknowledgment from your customers. When your customers can recognize your product or service, and detach you from your competition, you’ve already taken the first step towards grabbing their notice. Branding uses several methods to ensure that your name is out there at the top and that your customers can pick you out from the crowd. Branding has one goal: to gain the confidence of your customers so that they stand by you.
You want to develop branding for your online business that sends a clear meaning in one straightforward package. And you want that brand identification to be an expression of your business and personal style. There are several methods that you can include into your branding strategy to gain recognition for your company.
There are several different techniques of branding that you’ll want to consider when you’re developing website pages so that they are readable and easily understandable by all your web visitors:
· Visual communication. Create a company logo which is displayed on your packaging and the visual communication you use with your customers. This includes brochures, business cards, catalogues, stationary letterheads, and other marketing media.
· Creative packaging. Develop packaging for your products that is specific and outstanding to customers.
· Beneficial Ad Campaigns. Take advantage of all media exposure by positively and importantly boosting your public profile.
The approach for successful branding is to keep it simple so that probable customers aren’t put off by the audacity of your logo. The strategy for successful branding includes:
· Develop a strong mission statement. Know exactly where your company is going and how you want to get there.
· Define company goals. Be clear on what your business goals are.
· Branding is for your customers. Branding is all about your customers and not about what you sell.
· Dependable marketing tactics. Customers want reliability and simplicity when they identify your product or service.
Branding is all about identification for your company and not just the products or services that you sell.
The end result of successful branding is being able to sell your products or services along with positive recognition from your customers. It’s this positive recognition and obligation to your business that develops the strong relationship that you have with your customers and creates profits.
There are many companies both on and off the Internet that use branding successfully so that you can easily recognize them and so that they are a bigger name than their competition. These names have become trusted among consumers throughout the world. With so much business action that is now found on the Internet more online businesses are using branding to have their customers find them and remember them. When it comes to your own online business you need to learn how to use branding in such a way that your service or product stands out among the many Internet websites that are all vying for attention and customers.
Branding is a mixture of inspiration and the type of connection that you’re going to have with your customers. The resourceful part of branding is all about the logo (or other branding that you choose to use) and the way that you market on the Internet, and off the Internet, using this logo. The affiliation part of branding is all about the way you make your customer feel when they arrive at your website. You want your customers to feel that they can trust you, and your product or service, so that they generate a sale for your business. The bottom line is that branding offline and online is all about:
· How your product, or service, looks whether it’s viewed on your website or on a shelf in your brick and mortar store.
· How your customer feels when they arrive at your website.
· How you deal with customer orders
· The reliability and trust that you earn with your customers using a mixture of branding and successful Internet marketing
Developing your own branding for your business is a key step when it comes to the success of your company. This means that you need to spend value time coming up with the right branding for your products and services.
One of the most unbeaten ways that you can find out what customers want to buy, and find out more information about, is to do market studies. When you watch and listen to what it is that customers are interested in, you raise your chances of getting their attention and giving them the information that they are searching for.
Take some time to carefully check the products and the services that you’re offering on your website or through your website. You should be asking yourself include
(1) what are the rewards and disadvantages to your business of selling or advertising online,
(2) will you take payment online,
(3) what details will you have to consider about shipping your product to customers, and
(4) are you willing to constantly update and keep up your website.
When you have an obvious business idea in mind, and know exactly what it is that you’re selling, you’ll want to find out what other businesses out there offer the same product or service. You might want to talk to potential customers to see how they react to your product.
Find other websites that are related to your business and take some time checking them out. Look at how they endorse and market similar products or services as well as how each website is laid out and navigated. If a similar website uses a shopping cart for online purchases check it out. See how smoothly the process works and what can be done to perk up the process. Don’t just look at e-commerce sites that are within your own country since customers won’t limit their shopping to those countries where they live. Look at the way other countries handle e-commerce websites so that you have a broad spectrum of websites to compare yours with.
Here are some things that you should be asking yourself when you’re doing market research for your online business:
· Who are your probable customers?
· What other businesses sell the same products or services?
· Who is going to be your objective market and how are you going to reach them?
· How much will it cost you to market, manufacture, and deliver your product or service?
· Who is your competition?
· How much can you fairly charge for your product or service?
What Are Customers Buying: There are many ways that you can find out what customers are buying both from online businesses and from brick and mortar businesses. Once you find out what customers are buying you can concentrate your website content and articles on what your mainstream customers are looking for. Some of the ways that you can find out what people are buying include:\
· Check out the malls. Go to a shopping mall and sit for awhile. Make note of the shopping behaviors of those people who are around you.
· Establish what stores have all the action. Watch to see which stores have the most consumer traffic. Take a look inside to see what is being sold, how it is being sold, how much it is selling for, and how the product is being marketed.
· Take a look at advertising and marketing. Although you may not be selling the same items as those stores in the mall you should still a look at what makes these stores stand out among the rest. How are the products grouped together in the store? How is the product being advertised.
· What you find out from brick and mortar stores can be applied to your online business. Learn what works when it comes to advertising online. Find out what is visually appealing for consumers that makes them want to buy that particular product.
Yet another long article BUT I am sure it is useful to you. Look out for the next topic on Website Development before we conclude on these series of articles on Online Marketing.
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It isn't what you have or who you are or where you are or what you are doing that makes you happy or unhappy. It is what you think about it. -- Dale Carnegie, How to win Friends & Influence People