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Online Marketing and Branding - Branding Your Business OnlineBranding is about more than imagery - it's the way your values are conveyed and received. As the principal mass media to interactively engage with your market, your website and online marketing should be a crucial part of that.That means making the experience work for your web audience. For your online presence to radiate your brand, your values must be inherent in all aspects of the user experience — from how your website is marketed, to its usability and accessibility.
Brand values such as helpfulness, vision, forward thinking and responsive are over-used and too frequently under-delivered - particularly in cyberspace. But with the right use of technology and design, these values can be delivered at an individual customer level. The key is in usability and accessibility. Usability is often used to explain how someone navigates around a website. As such it incorporates user conventions and best practice. But while often this is no more than lip service, at other times such rules are used to stifle innovation and limit the organisation's ability to express its values. So how can you move beyond such platitudes? Promotional items Free Samples & Low Cost Guarantee. Add Your Logo to Thousands of Items First of all bear in mind that good usability starts before your visitor lands on your site. Meeting a client's needs is the truest expression of brand values and that's the best way to think about usability. So think about how your visitors are going to find you and what they will be looking for via search engines. A website then needs to meet the needs of all visitors. If it is designed correctly, most will not arrive through the home page but via internal landing pages as directed by search engines and email and off-line promotions. These pages must deliver in the first few seconds. They must:
• Meet the need of the search and ‘speak' to the visitor
• Make it immediately obvious to which organisation the site belongs
• Make it obvious where the visitor is in the site
• Make it clear how to get to other sections (sub-sections)
• Make it obvious how to get in touch or book tickets online
• Make it easy to find information via search facilities or logical navigation This is good online branding. Likewise give control to your visitors over how they receive communication from you. Emails are a good way of building up a loyal base, but use your data to provide a better service. Allow visitors to sign up to topics they are interested in, not just a single large email which they are unlikely to read. And keep emails short with brief headlines and links back to your site. Then use the information you have at your disposal to create a finely tuned email. If you have information about past visitor experiences such as their purchase patterns, use this to provide other targeted information to specific groups. For example, if you know they have been to see a certain exhibition, promote a related event to them. This should be done in a subtle way and always in support of the rest of your marketing message. By Clinton Porter,
Commercial Director,
web development and online marketing agency NVisage. www.nvisage.co.uk web site development and design Clinton Porter is a specialist in online sales and marketing with a particular interest in search engine optimisation. A founder of the creative online sales and marketing agency NVisage, he has over 8 years direct experience of making business work on the web. He is always happy to answer questions on any aspect of web development and promotion.
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