Five steps to creating an engaging online brand presence

Your online brand presence starts with your brand story, which is the single most important marketing activity to get right.

A strong brand story will draw upon your natural competitive advantage, genuinely appeal to your customers and differentiate you from your competitors.

1. Create an engaging website design. A powerful and visually appealing design is required to engage your visitors. The design needs to bring your brand story to life and be consistent with your brand’s visual identity.

2. Write content in a compelling sales style. A different style of content is required than the content used in printed brochures. It needs to be more engaging to compensate for the loss of ‘human contact’.

3. Raise awareness of your brand on Google. Conduct search engine optimisation of your website. Place interesting and topical articles on your website each month to continue to build your Google ranking. Drive traffic from your print advertisements, editorials and social media to your website.

4. Build a relationship with visitors. Each webpage needs to move visitors one step closer to your goal page where you want visitors to buy, book a meeting or contact you. As visitors move through your website, they will require different offers. On the front page, they may need an informational incentive, e.g., a report to create confidence. On your product or services page, they will need an offer to encourage them to act, e.g., book a meeting or buy now. This approach will increase the conversion rate for your website.

5. Speak a consistent brand voice. Make sure all of your online content gives the same consistent message. If the content on your website, directory listings, social media and offline marketing speaks the same brand story, you can grow your brand faster.

To get started, have a look at the following websites to gain a deeper understanding of the above five steps:

• www.garwoods.com.au
• www.biosteam.com.au
• www.velocityenergy.com.au

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By Maria Anderson.

Maria Anderson is the founding director of Sustainable Marketing, a professional services marketing company, that delivers sustainable marketing services to growing technical, professional services and sustainability-focused businesses in Australia. Maria has grown Sustainable Marketing with a vision to create an innovative business based on sustainable business practices. Visit Sustainable Marketing’s website, www.sustainablemarketing.com.au .

Article provided by the Australian Businesswomen’s Network, which provides online training and mentoring, resources and advocacy for women in business. Read more articles at their website www.abn.org.au .

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