What is web branding?
Today we will talk about web branding, and ask the question 'What is web branding?' - as well as give you some easy to implement ideas on how to use web branding to grow your business.
But first, a quote from Plato.
“Every heart sings a song, incomplete, until another heart whispers back. ”
Plato was an Athenian living in Greece from around 428 to 348 BC. Now, when I think of Plato - I don't usually think poetry and tenderness - but that is indeed a very tender quote.
Let's take a minute to consider that quote in the context of business branding.
“Every heart sings a song, incomplete, until another heart whispers back. ”
In this context, 'Every heart that sings a song' may be viewed as your business and especially your brand. You literally sing songs - you advertise, you spread the word, you outreach - to gain new leads and grow your business.
In this analogy, you are the singer, the story teller. Your brand is the song you sing.
Yet your song is incomplete - until your message is heard.
When leads, prospects and audiences hear your song - magic happens.
A tiny seed is planted and comes to life. Your business begins to grow. That is the 'heart that whispers back'. It belongs to your customers, your loyal audience - with whom your song resonates most deeply.
They have heard your song, 'whispered back' as Plato says, and responded with action.
Sales, leads, engagement, growth - you know it when your arrow hits the mark.
Everyone wants their message heard. We all have a song to sing.
Yet in small business, it can be challenging to stand out from competitors - to be heard above the noise.
We all know that small business is all about getting your message heard.
As small business owners, we are constantly seeking affordable ways to spread the news, particularly via the internet.
Web marketing is a great way to reach out to people online.
And that brings us to web branding.
What is web branding?
In a nutshell, web branding is how your brand works online.
It's the strategies you use to reach out across the internet - to find leads, create opportunities and build relationships with those hearts who resonate with your message and whisper back.
It is the process of building your brand online - and making sure that your website is really working for you.
Are your taking advantage of web branding?
Relax.
Think low cost, diy, simple steps. Begin with your website - and go on from there.
But how? OK. Let's start here.
A Well Branded Website
Do you have a small business website?
Does it represent your brand?
Does it tell your story?
Does it provide targeted information to engage and educate your audience?
Does it deliver leads, consistently?
Has it provided a measurable on investment?
If you answered yes to these questions - you have a 'well branded website'.
Effective web branding starts with your website. It puts your website front and centre, with your brand at the heart of your outreach campaign.
Why web branding?
Web branding is a proven performer. It works consistently to deliver real growth to companies that take the time to get it right.
Keep in mind that building a brand is simply about finding the right ways to connect with the right people.
View your website as your key tool - to build those connections and grow your profits.
Above all, ensure that your website is an authentic representation of you, your business and your brand.
It does not have to be complicated - or expensive. Think grass roots. Keep your customer top of mind.
Remember, that your 'behind the scenes' story is critically important to your business - and that you are your brand.
Know your why.
So - build your website to tell your story. Showcase how you started your business, why you started your business, who you want to help and why you are committed to superior service. (I like the idea of 'servant's heart' here.)
Let every element of your small business - that is, your logo, your website, your design, your product and service offerings - and more - all be informed by your story. It really is all about you - and your commitment to those who matter most - your customers.
The Eight Paths of Web Branding
OK. You've got a great website. What's next?
Let's revisit Plato for a minute.
“Every heart sings a song, incomplete, until another heart whispers back. ”
Where and when you sing your song - is just as important as the song you sing.
Your website is just the beginning.
View your website as a tool, a foundation - and go on from there.
For best results, you must consistently market your website. Aim to do targeted outreach every single day.
Use these simple online strategies to reach greater numbers of potential buyers. We call them 'The Eight Paths of Web Branding'.
While many of these strategies are free, or low cost - they do require an investment of time, which small business owners are typically short on.
Again, make it easy on yourself.
Invest 30 minutes per day and take it from there. You will get feedback - then adjust, refine, and implement. Over time, the results will come.
The Eight Paths of Web Branding include:
1. Branded Online Advertising – Promote your brand, logo and message via banner ads and display advertising. It's a great way to increase visibility.
2. Search Engine Marketing – Use Google Adwords or Bing Ads to ensure your brand os top of page in relevant search results.
3. Search Engine Optimization or SEO – When your website is built - aim to include targeted pages that reflect typical search terms. Consider adding your location. Blogging is a great way to create niche content around 'long tail keywords'. In fact, 70% to 80% of all searches are long tail - meaning, they target more specific subject elements. Blog posts are a great way to take advantage of this, lifting your website traffic and broadening your brand's reach.
4. Social Media Brand Marketing – Take advantage of sites like Facebook and Twitter to connect with your target market and build brand awareness.
5. Email Marketing – Send out regular emails to existing clients and prospects. Ensure the your emails represent your brand and provide calls to action. Consider adding in special offers to encourage response.
6. Referral Marketing – Using online channels to encourage your prospects and customers to refer you to their friends and families. Give value and provide rewards!
7. Affiliate Marketing – Connect with other businesses online to cross promote brands and tap into their networks.
8. Inbound Marketing – Continue to value add to your website over time. Add more blogs, FAQ pages, tutorials, guides, testimonials - and more. Create a hub where you provide useful information while boosting your brand. Record simple 2-3 minute video to offer information and assistance to customers - then upload to website and youtube.
Web Branding is an Investment in Success
Time invested in web branding is time well spent.
Above all, an eye for web branding ensures that you will make the most of your website - and take greater advantage of the incredible advertising opportunities that exist online.
Another great thing about web branding - is that it is measurable. Via your website analytics and other tools, you are able to track, analyse and store all data relating to customer demographics and behaviours. This enables you to understand your customer better - and fine tune your offerings and outreach to met their needs.
As Plato realised over 2000 years ago, the best songs are not the big production numbers. It is the quite song of an authentic voice - where the music becomes ever greater as we attune to the whisper of our listeners, our customers.
It is they for whom we sing.
They whom we serve.
Nice one Plato!