In the age of the Internet, creating a reputable name for yourself online is crucial to your site’s success. Whether you are just starting out or are an Internet veteran, there are many things you can do to improve your online presence and increase your visibility and credibility on the World Wide Web.
1. Know Your Audience
Creating a business persona will be highly ineffective if you don’t tailor your brand to your market. The point of branding yourself is to make you (or your business) memorable and recognizable to a target audience—typically in order to garner greater credibility and trust among those who are most likely to purchase your services or products.
Therefore, knowing your audience is key to building a successful brand online. Research your target market. Discover where your audience is most active online. Are there particular social networks that your audience is active on? What demographic are you focusing on?
A younger generation may be more interested in your brand if you develop creative videos on YouTube or start a marketing campaign on Instagram. In contrast, an older demographic, like middle-aged parents, might relate more to clean design and straightforward information via your website or advertisements.
Discovering these nuances and general preferences of your audience will help you cater your brand to them, making you and your business more successful online.
2. Focus on Content
The online world is run by content. Google and other search engines rank websites based on the content they provide. Though many people and companies have tried to use unethical means to improve rankings online, there is no shortcut or substitute for high-quality content. The truth is, the better your content, the better your brand and your rankings online.
Source: Alan Kleina, Flickr
Whether you run a formal business website or a blog, take time to polish your copy and regularly generate new and unique content. A few things to keep in mind when producing content online:
- Keep it scannable for easy online reading with short paragraphs and bullet points.
- Be creative—dive in deep with specific topics, rather than rehashing old news.
- Publish consistently: Content produced on a regular schedule builds your reputation and your audience over time.
- Don’t stuff your content with links or keywords, this looks spammy and will get you penalized by Google and other search engines.
Producing high-quality content gives you the opportunity to develop your voice and online persona; you will also be able to build your online reputation and credibility as a source of quality information and expertise in your field.
3. Improve Your Design
A professional, quality website design is crucial to presenting yourself as a credible and trustworthy site. People will judge you based on first impressions, and the visual appeal of your website is the first impression most visitors will have. Make it a good one by putting your best step forward, visually speaking.
Principles of great web design:
- Usability and intuitive navigation
- Visual balance between page elements (e.g. color, organization, content)
- Simplicity
Web design is about function, not just form. That is why investing in a quality design is worth your time: it will be both visually appealing and intuitively functional. Your users should be able to look at your home page and easily find where to go to get information and answers to their questions.
That means including your contact information in an easily accessible place (typically on the main navigation bar) and providing clear labels for your content, products, and services. Don’t worry so much about fancy JavaScript functions or gimmicks—these will likely slow down your website’s loading time and add unnecessary visual distraction.
By presenting a polished front, you will build credibility and trust around your brand, encouraging people to interact with your business and visit your site.
4. Be Active on Social Networks
Online success today is marked by your social prowess. From Facebook to Twitter, developing a healthy social network is key to building your name online. There are numerous social platforms and networks from which to choose. Don’t make the mistake of joining every single one. It is more valuable to invest your time and effort to building two or three extensive and active profiles than to dabble inconsistently in many.
Choose a few social platforms to build out based on your goals and your audience. The point of brand building is to build recognition and reach out to more of your target market. Therefore, there is no point in wasting time on social networks that don’t connect you with your audience. Pick social networks that will help you connect most effectively with your target market.
Source: Sean MacEntee, Flickr
Facebook and Twitter are popular candidates, but don’t forget to consider other outlets, such as Pinterest, Reddit, and LinkedIn. There is a lot of power behind social media, so be sure to take advantage of it.
5. Solve Customer Complaints Quickly
For businesses, building your brand isn’t just about a pretty web design or the number of likes on your Facebook page. Your customers (and visitors) are the lifeblood of your success, so treat them well. Positive online reviews play a huge role in building your credibility and reputation (both online and offline). When you fail to handle customer complaints or issues quickly and respectfully, you risk damaging the reputation you worked so hard to create.
Here are just a few things you can do to encourage positive reviews online:
• Ask for a review after a customer completes a transaction
• Get listed in local directories where people can provide feedback and ratings
• After solving an issue or complaint with a customer, request they fill out a review of their now-positive experience
Though negative reviews and even fake reviews plague many businesses, from hotels like the Red Lion to SEO companies like Boostability, the best course of action is to counteract these complaints with outstanding customer service and more positive feedback.
In the end, building your brand will take time, effort, and commitment. As you do so, follow these guidelines, and you will begin to see great returns on your investment.
Author Byline: Georgiah Cook has a passion for finance and accounting, as well as education. This passion has driven her to become a prolific writer on subjects like personal growth and business for Boostability.