So you’ve built a website, put some content on it and uploaded some nice photographs of your team, your products and some happy customers. Now you can just sit back and wait for the traffic to come in, can’t you? If only that were the case.
Unfortunately, building a website is just one part of growing your brand. Your digital footprint is far bigger than just the work that you do, and if you want your website to be a success, then you will need to invest in marketing, public relations and online reputation management.
Your Brand Is What Customers Decide It Should Be
You may want your brand to be popular with high-flying executives or ethical, family-focused small-business owners, but if another group of customers falls in love with your brand, then that is something you will need to work around. The Dr. Martens shoe brand is a great example of this – their original target audience was not the younger punk crowd, but when they embraced the brand the company used that to their advantage, creating lines specifically for them.
If you want to grow your brand in a sustainable way, then you will find that public relations is essential, no matter what size your company is. It also helps to have an efficient and organised system for online reputation management, checking reviews and responding to comments whenever you can.
What First Impression Does Your Website Give?
Of course, the way your website looks matters a lot. Your website should reflect your real-world brand and the impression that you want to give to your customers. Many companies offer competitor analysis, press release writing and other services that will help you to build your broader brand.
Using a full-service marketing company will help you to present a clear and consistent image for your brand. This is one area where a lot of small businesses fall down. They may have a professional-looking website, but they also have a third party write press releases that take a completely different tone to their web copy , and then have an in-house social media team that puts forward yet another different image. Allowing one company to monitor your competitors, write your press releases and control your website will save you money and give your brand a more consistent feel. For all your PR needs the experts at a PR Cheltenham company found at links like http://headonpr.co.uk/ will definitely help you move your company forward.
Whether you are a one-man band, a family business or a small chain, it makes sense to have a clear style guide for your brand-related paperwork and images and consistent policies for dealing with the media, posting on social media and even the copy that you will put on your website. The more consistent your message is, the more likely it is that your brand will be understood by the type of customer that you want to reach, and the easier it will be to turn those people into loyal buyers of your product.