Managing Your Business’s Online Brand

Posted on in Marketing

You’ve done everything right in terms of establishing a strong online brand for your business. You’ve worked closely with a trusted web design firm to create an engaging website that will position you for the future. You’ve become engaged in social media and have a solid social media marketing strategy in place. You’ve worked with your designer to integrate your branding throughout all of your social media profiles and website to create a cohesive brand.

However, you’re not the only one in control of your online brand identity. The Internet is a community of content producers. Each time someone mentions your brand on a social media site or publishes a blog post about your company, it will impact your brand. While much of the time this impact is positive, there are times when your brand comes under fire. How can you effectively manage your brand in a time when 72 hours of video are uploaded every minute on YouTube?

The first thing you need to do is evaluate the current state of your online brand. What are things you like about your brand as it currently exists on the Internet? For example, you may have received a glowing review on from a prominent industry publication, but it isn’t showing up in the search results for your company. What are things about your online brand that you would like to change?  For example, you may not be happy with your existing URL. It may not be descriptive enough or it may be too difficult for people to remember.

Once you have identified the areas of your online brand that you would like to highlight and the areas that you would like to change, you’ll want to develop a strategy to address them. Work with your web design firm to develop a strategy to manage your online brand. In most cases, your design firm will help you develop a longterm SEO or search engine optimization strategy for your business. Depending on your concerns, the firm will be able to gradually position your brand back to your vision.

However, because content is continually being generated online, you’ll need to consistently monitor it and allow your longterm strategy to evolve over time. While you may not be able to change everything about your company’s online brand, at least you’ll be aware. Awareness will allow you to move forward and actively build your online brand for the future of your company. Ultimately, creating a strong online brand requires a two-part approach.

1. Create as much positive, valuable and engaging content as possible.
2. Highlight the positive content others have created about your brand.

In effect, this approach will push anything negative about your brand to the bottom of the search results so that few, if any people will see anything but the positive.

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