How to Convey the Right Brand Image Via Online Touchpoints


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How to Convey the Right Brand Image Via Online Touchpoints

  1. 1. How to Convey the Right Brand Image Via Online Touchpoints<br />Touchpoints are any ways in which a consumer has contact with a brand. This can range from everything from packaging and marketing to sales and customer service. All of the touchpoints together shape the overall impression of the brand in the eyes of the target audience. It usually takes interaction with at least three touchpoints for someone to make the decision to convert, however which three, and which combination, can never really be predicted. <br />The recession has changed the consumer buying cycle. People aren’t spending frivolously anymore and are doing lots of research before buying products or signing contracts for services. They need to make sure that they are making the right decision, for themselves or for the company that they represent, before spending any money. Consumer mindset has changed and it seems like it’s sometimes harder to get a client or make a sale than it is to get a mortgage. That’s why it’s important for a company to understand what its touchpoints are and ensure that they all convey consistent messaging and reinforce a positive brand image. Most people look for products and services online today. Here are 3 online touchpoints and tips to ensure that they convey the right brand image:<br />Website<br />This should be obvious, but sometimes website owners try to turn their website into more than what it should be which causes information overload. Sometimes they include website content that is not even relevant. Keep the content clean and don’t have unnecessary pages. A website should provide necessary information and be user friendly and easy to navigate. Users should be able to easily find what they are looking for. In today’s digital age a sloppy looking website will automatically make a company or brand lose points in the eyes of customers. There is no excuse for having a bad website these days. <br />Social Media<br />When using social media, it’s important to always have the brand in mind. It’s OK to be less formal and discuss a timely topic every once in awhile, but it should remain brand focused and relevant. Going off topic too often will lead to brand confusion. Set up a personal page to re-tweet a comment made by your favorite athlete. Doing so from the company account just doesn’t make sense. Always contribute to the conversation in a meaningful way in order to be memorable and establish yourself as a trusted source. <br />Search Presence<br />What shows up on a search engine results page is an important touchpoint to be aware of. This could potentially include a list of what directories are you listed in, what associations you are a member of, press releases, and customer reviews. It’s important to monitor your search presence and ensure that it’s positive and participate in link building activities to maintain a good image or improve a poor one. While you can’t get rid of a bad review permanently, you can take actions that will detract attention away from it.<br />About the Author:<br />Brick Marketing is a full service SEO and SEM company that offers web marketing consulting services. For more information please call 877-295-0620 or visit <br />