Building a visible brand takes more than just creating and optimizing websites and social media. Understanding the needs of the customer paves the way for more engaging content, which can boost engagement and further improve the visibility of the brand.
One of the first major marketing hurdles that enterprises need to face is the challenge of making a Web presence visible. Marketers must develop an effective strategy to increase views and impressions on their brands’ first online presence, a herculean effort that will take more than just careful search engine optimization (SEO) and attractive web design.
The key to this strategy is understanding and connecting with the brand’s target market. At its core, marketers should draw the attention of the customers already interested in the product and be present wherever they are looking. Identifying the needs and interests of the brand’s target has a profound influence on every aspect of a brand’s visibility strategy online.
There’s more to building and promoting a brand than a focus on how to solve marketing problems. Marketers would need to think outside their field to truly build a sustainable brand presence on the market.
It is inexcusable today to avoid having a web presence of any sort. Not only does it render a brand and business all but invisible to most of its potential customers online, it also opens up the business’ name to undue threats to its reputation—be it irate reviews from unsatisfied customers, malicious slander from unscrupulous competitors.
In addition, an online presence isn’t just good for promoting the brand’s name and content to customers. A presence on social media, for instance, can serve double duty as a way to bring frustrated or dissatisfied customers in contact with representatives to assist them in resolving problems. This can help maximize product satisfaction and win back customer trust. Consistent social media engagement can also provide businesses with unparalleled insight into their audience and their expectations, which can be used to refine their brand image and set the direction for future marketing endeavors.
Attuning to the Audience
Too often, online marketing strategists have put too much focus on the mechanical aspects of SEO and other marketing techniques. This is only half of optimizing a brand’s online presence. The content created by the brand, meanwhile, should be attuned to the needs of the target market.
Rather than just focusing on making websites and their content visible, marketers should also focus on building their brands as industry authorities. Their content should build upon the problems and issues faced by their target market and the product’s marketing should be geared toward solving these issues and giving unique takes on the words of other experts on the field.
Marketers and content strategists can accomplish through careful research on the concerns of the target market. Brands that cater to specific industries, for instance, can attend trade shows and industry conferences. Marketers can read and listen to the content that the target audience is attuned to and base informative content based on their own opinions on the content.
The best value a brand can give its potential customers is a greater understanding of their customer’s needs and how to satisfy them. This strategy adds value to the technique by tailoring its application to the real-world reasons behind the needs met by a product or service. In addition, focusing on these issues and how to resolve them can set up the brand as an authority that customers would come to trust.
Besides this, brands can also foster engagement with their customer base by fostering interaction and engagement with their content. Interesting content can spur discussion and can reinforce the brand’s desire to connect with and understand its target audience’s needs.
Discussing issues and linking to other authorities in the field is one of several ways to reinforce the brand’s ranking in Google’s algorithm.