Your Internet Corporate Branding Strategy



Your Internet corporate branding strategy should be about making your brand experience as interactive and engaging as possible while creating an integrated brand campaign around your go-to-market message. I have written in some detail about this aspect of sales and marketing today in my write-ups on social media marketing and Internet viral marketing. The point is to make what you do something your customers can get into, in every way possible. This is what you should really be thinking about both online and offline and for the purposes of this article, I will focus on how to connect your on and offline customer experience in order to create maximum brand impact through an integrated effort.

Internet Corporate Branding


Turning your sales and marketing message into a brand is about connecting with the lifestyle and values of your ideal customer. It is necessary for you to leave behind a features and benefits mindset and forget about how great your product(s), service(s) and company are! Instead, focus on creating an awareness of how your business represents the same things that your customers are (already!) interested in. This, in short, is what your Internet corporate branding strategy needs to be about in utilizing all of the online advertising tools available to you and then connecting these with your offline activities and brand.


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Branding YourselfBrand VisibilityA History of AdvertisingAdvertising StrategyCreative Advertising IdeasExamples of Advertising TechniquesAnatomy of an AdFamous Advertising SlogansAdvertising Marketing PlansOnline Advertising Trends"You" MessagingGuerilla Marketing IdeasMarketing Communication PlanMarketing Plan ExampleMarketing Communication MixInternet Corporate Branding Consultant




Internet Corporate Branding Channels


The goal of this article is to cover off a few basics about Internet branding and online promotion in general. I think we are safely past the point in sales and marketing history where you know for sure that if you are not online, you are basically dead, businesswise! At least, that is the general sentiment and while you may not choose to word it as strongly, I hope you can at least agree that being online is pretty important nowadays. Think of the fact that everyone from your plumber to mechanic to hairdresser is now online; it is not just cool to be online - as it was in the 90s! - but crucial. This is because there are countless ways to increase your business online and you will be missing out on all of these options if you are not online to begin with. As such, your Internet corporate branding efforts begin with knowing what options are available for you to advertise and build a brand presence online.

Internet Corporate Branding

What are the different options that are available for you in order to engage in a coordinate Internet corporate branding strategy? My marketing plan example provides a comprehensive list of most of the leading communication media options out there, both online and offline. Your main online advertising and branding channels are your website, email marketing, online ads (for example, Google AdWords!), social media marketing, Internet viral marketing, blogs (and other online forums!), web events and affiliate marketing.


• Your Website

As mentioned, your online presence begins with having your own website and you therefore cannot formulate an Internet corporate branding strategy unless you have one! I don’t want to get into the aesthetics of what your website should look like and how much flash, animation and other widgets you want to include. However, it goes without saying that you do need to represent your brand image and message coherently, while arriving at the correct balance between form and function.


• Email Marketing

Email marketing is a natural extension of your online advertising and branding activities and a cornerstone of relationship marketing that allows you to stay in touch with and nurture customers who may not want to buy right now but may later. I have written extensively on this subject and invite you to read my articles on everything from email marketing strategies and tips to choosing the right email marketing solution.


• Online Ads

Google AdWords is a great way to spearhead your Internet corporate branding efforts and an effective, low-cost entry into the world of online advertising. It goes without saying that there are literally 1000s of kinds of ad programs available for your to choose from online. More or less, more of these boil down to link or banner advertising where you ”pay-per-click” to advertising on third-party websites.


• Social Media Marketing



Social media marketing is about using social media websites to engage with your customers interactively and build your brand. Some of the most successful brands in the world are utilizing this sales and marketing platform to create astounding success and while it may take a period of time for you to achieve a similar level of success, there is nothing to stop you from creating brand-based accounts on some of these sites and starting your own social media marketing efforts.


• Internet Viral Marketing

Similar to social media marketing, Internet viral marketing is powered by the ability of unlimited numbers of people to connect and interact instantaneously online. Both of the sales and marketing channels are relatively new and should be the icing on the cake, so to speak, of your Internet corporate branding strategy rather than your primary focus. The reason for this is that both of these forms of marketing are still evolving and will take time and effort for you to master. With Internet viral marketing, the key is creating online content - around your brand! - that people want to - and can easiliy! - share with others.


• Blogs

Writing blog posts and articles is part of an online branding strategy that positions you as a thought leader within your industry. The goal here is to create interesting and informative content that readers will benefit from without trying to sell them something or telling them how great you are. Rather, your posts should do the job of creating credibility for you and should by themselves inspire readers to get in touch with you to get their questions answered! The “Online Marketing” section of this article contains links to a number of online forums for you to explore in this regard.


• Web Events

Networking and meeting people has always been a big part of building a successful business and a tremendous opportunity exists for you to take traditional face-to-face events online. Software like WebEx, GoToMeeting and a host of free conferencing solutions make it easier than ever to host regular informational events which are ideal for gathering customer information, showcasing your thought leadership in your area and interacting with your customers in a live setting. Just as with blogging, your goal is not to stage an hour long sales pitch but rather to create a venue where customers can connect, receive valuable learning and get their questions answered.


• Affiliate Marketing

Just as with online ads, there is no end to the third-party websites and venues that are available for you to engage with in terms of co-marketing for your brands. The premise of affiliate marketing is about tapping into the traffic generated on these third-party sites in order to promote your brand, usually by way of a chargeback based on the amount of traffic that is sent to your website. Take the time to explore and try a variety of affiliate marketing options if this is something that you are interested in as part of your Internet corporate branding strategy. Bear in mind, as well, that co-marketing can include sponsorships and simply associating your brand with similar, high value brands and events.


Get help with Internet Corporate Branding or share your expertise and experiences!

GO TO:
Branding YourselfBrand VisibilityA History of AdvertisingAdvertising StrategyCreative Advertising IdeasExamples of Advertising TechniquesAnatomy of an AdFamous Advertising SlogansAdvertising Marketing PlansOnline Advertising Trends"You" MessagingGuerilla Marketing IdeasMarketing Communication PlanMarketing Plan ExampleMarketing Communication MixInternet Corporate Branding Consultant




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