TechColumbus Business Breakfast: New Practices For Building Your Brand Online


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The advertising landscape continues to shift, and new media is changing the way consumers interact with your company and shape their brand perceptions. With all of the media options available today to promote your business, sometimes the hardest part of developing an effective marketing strategy is thinking through the ways in which each option can be maximized to promote your business. Right now marketers are in the unique position of being able to utilize the many new technology tools available to help build brand awarenesss and strength, as well as set the standards for how those tools are used in the future.

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TechColumbus Business Breakfast: New Practices For Building Your Brand Online

  1. 1. New Practices For Building Your Brand Online<br />Four Truths In the Online World<br />
  2. 2. Truth #1 Consumers define your brand<br />Consumers produce more content, are faster, less restricted and influence other consumers (and search engines). If consumers say you sell cheap textbooks, that’s what you sell.<br />
  3. 3. Internet Marketing With Real Results?<br />
  4. 4. Truth #2: Your web site is not the first impression you make online<br />Your most loyal customers are not on your web site every day, but they may be on Facebook, Twitter or LinkedIn every day.<br />And they use Google every day<br />Bloggers, reporters, analysts, competitors and consumers are all building content about your brand in highly visible places<br />40% of online queries are “navigational”<br />
  5. 5. Who is the authority on information about GM?<br />
  6. 6. Truth #3: You should focus on conversations, not monologues<br />Consumers expect answers, fast<br />They don’t call customer service, they Tweet it!<br />Questions about hours, locations, suggestions for products and services are plentiful<br />
  7. 7. They don’t want to listen, they want to talk<br />
  8. 8. Brands using social media to communicate<br />
  9. 9. Brands engaging in real time conversation<br />@bbalderaz I will check out the article! Thanks for finding us on Twitter & FB! Let us know if you stay with us again!7:57 AM Jun 13th from TweetGridin reply to bbalderaz<br />
  10. 10. Truth #4: Think about where consumer opinions are formed (and The Serenity Prayer)<br />Search<br />Advertising<br />Social Media<br />
  11. 11. The Serenity Prayer<br />Accept the things you cannot change<br />Google your name, you will see some things you don’t like<br />Competitors will advertise on your products and company keywords<br />Consumers and the media will write about what ever they want<br />
  12. 12. Accept the things you cannot change<br />
  13. 13. The Serenity Prayer<br />Change the things you can<br />Optimize your site for brand, products and services<br />Advertising on your branded terms<br />Engage consumers and the media in conversations<br />
  14. 14. Take-aways<br />Branding still matters, but it is not formed in your board room, it’s formed by consumers<br />View your brand as your consumers view it<br />Join conversations<br />Focus on what you can influence<br />