It is becoming increasingly common for customers to interact with brands through online sources, and as such, managing your online reputation can be as important as cultivating a product. One of the best ways to build your online presence is through the creation and dissemination of top-quality content, which in today's Internet age is a key conversation starter - and starting conversations is what online brand management is all about.
Interaction, not just information
Whereas older schools of thought hold that the purpose of your company website should be to inform your customers of your product, the new digital-centric paradigm places a much higher value on listening rather than talking. Online brands are no longer static spaces to talk at your audience; instead you should aim to start conversations that you can participate in directly with your potential customers. In fact, The Huffington Post reported that 70 percent of consumers view content as more effective at getting to know brands online than simple ads. Technology and social media make conversation and interaction between brands and their audience easier than ever, and as such, that structure is beginning to gain popularity over the predominant ad-driven one.
One important way to establish your brand as approachable is to provide your users with more than just ads. Forbes recommended producing whitepapers, editorial content and educational information such as infographics as a way to engage your audience and show them that you're not simply trying to sell to them.
Let others work for you
While your blog, site and social media profiles are great ways to spread your brand message to your audience, you can derive content from other sources as well. Be on the lookout for happy customers writing editorials on your product or service or websites that link to your brand. Services such as Google Alerts are a great way to keep track of this. Then, put those accolades to work for you! There's nothing wrong with drawing attention to positive things others have said about you on the Web. In fact, The American Registry can provide your brand with a professional profile specifically designed to help you track, manage and display all your awards, recognitions and accolades so you can ensure that the content you create and curate puts your best face forward.