Although Social Media benefits are still emerging the following are a number I have seen clients successfully apply to their advantage so far (in no particular order):
1. Generating exposure and awareness
2. Increasing website and other interactive (Facebook, Twitter, Blog, etc.) traffic and participation
3. Increasing subscription bases (Contact info being provided and requests for ongoing communication)
4. Improving search engine rankings (optimizing)
5. Facilitating new business and relationships (esp. amongst unique audience niches)
6. Generating leads
7. Reducing expenses
8. Enhancing relationships
9. Building credibility and trust
10. Creating and sustaining a “buzz”
11. Increasing sales
Monday, May 23, 2011
Friday, May 6, 2011
A Two-Sided Coin (Tapping the full potential of online branding - and life!)
We’re living in an amazing time and the world of branding and communication is no exception. Online mediums enable measurement like never before, yet at the same time, building trust and authentic relationships is more important than ever before.
As you know there are two sides to every coin, which is a blessing not a curse. What’s really exciting is you can leverage both.
On one (side), we can now quickly and easily (using a wide-variety of online metrics and resources) garner extremely useful information that sheds meaningful light on the effect of our online branding campaigns (offline I would argue too by the way).
“Click-throughs”, “Conversion rates”, “Page views” and a wide-variety of other measurements and statistics are all readily available – enabling “smart marketing” to say the least (not to mention directly driving sales).
On the flip side, online advertising provides a huge creative branding opportunity - one that unfortunately many are missing, or, perhaps don’t fully understand. In all the excitement about measurability and metrics amazing “branding” potential frequently is getting lost.
Tangible metrics are certainly exciting, provide valuable insight, and are extremely costly to ignore. A huge value of branding though – namely visibility, connecting with lifelong customers, and building trust – is ready and waiting for those who realize there is more.
While direct response and driving immediate behaviors (both online and off) will always be important - engaging invaluable, lifelong customers and building meaningful, trust based relationships is where the greatest opportunity ultimately lies.
Fortunately, as the true beauty of our world can’t be extracted through “either/or” equations, neither can effective online branding. One must think “holistically” to yield the greatest reward.
Please keep this in mind moving forward there for. Thought of and approached correctly it provides extreme upside and “real” (both tangible and intangible) value and results.
As you know there are two sides to every coin, which is a blessing not a curse. What’s really exciting is you can leverage both.
On one (side), we can now quickly and easily (using a wide-variety of online metrics and resources) garner extremely useful information that sheds meaningful light on the effect of our online branding campaigns (offline I would argue too by the way).
“Click-throughs”, “Conversion rates”, “Page views” and a wide-variety of other measurements and statistics are all readily available – enabling “smart marketing” to say the least (not to mention directly driving sales).
On the flip side, online advertising provides a huge creative branding opportunity - one that unfortunately many are missing, or, perhaps don’t fully understand. In all the excitement about measurability and metrics amazing “branding” potential frequently is getting lost.
Tangible metrics are certainly exciting, provide valuable insight, and are extremely costly to ignore. A huge value of branding though – namely visibility, connecting with lifelong customers, and building trust – is ready and waiting for those who realize there is more.
While direct response and driving immediate behaviors (both online and off) will always be important - engaging invaluable, lifelong customers and building meaningful, trust based relationships is where the greatest opportunity ultimately lies.
Fortunately, as the true beauty of our world can’t be extracted through “either/or” equations, neither can effective online branding. One must think “holistically” to yield the greatest reward.
Please keep this in mind moving forward there for. Thought of and approached correctly it provides extreme upside and “real” (both tangible and intangible) value and results.
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