How Interactive is Your Business?
Relationships with customers have always been important to business success but now, in an increasingly digital world, online relationships are more important than ever. As companies start to realize the importance of online branding in increasing market share and customer loyalty, they’re also beginning to realize that an interactive relationship with their patrons is a crucial element of their online branding.
Millions of people worldwide maintain online relationships with one another through social network sites such as Twitter and Facebook. Companies can use these sites in their online branding to build their own relationships with people. Social media is, by definition interactive, and therefore, provides a ready-made platform on which businesses can integrate interactivity into their online branding. Social media strategies, such as Facebook competitions, Twitter questions and LinkedIn groups help an organization engage its audience by involving it in its online world. A social network is also an easy way for the public to directly get in touch with a company.
In addition to social networks, there are other types of online community that businesses can use to interact with customers and nurture their relationships with them. Companies regularly set up blogs and forums on their website or directly linked from the site. This gives an organization a space to speak to site visitors but also hear from them. People can leave comments on a blog post or start a discussion thread in the forum. By setting up a blog or forum on its own web space, an enterprise has more control over its online branding in terms of what type of content it releases, how and when it releases it and how it manages customer responses to it.
Search Engine Marketing
Search Engine Marketing (SEM) draws prospects into a relationship with the business by attracting them to the company website using online branding strategies such as keyword research, website saturation analysis and back end tools. These strategies give organizations an insight into what target customers are looking for online and why they would visit a particular website. Companies can then build online content around the words and phrases that would make their targets want to interact with them and be converted. In terms of online branding, keywords are also important in giving a business more visibility in search engine results, and thus, more chance of being noticed.
A customer wants their relationship with the business to run smoothly. Customer Relationship Management (CRM) software helps this happen by managing the company’s online interactions with clients and prospects. CRM systems organize and automate processes at the core of the relationship, such as sales activities, customer service and technical support. By making the customer experience a pleasant one, businesses are more likely to retain existing client relationships and start new ones based on the strength of their good reputation. This is why choosing the right CRM software is so important in building internet marketing and online branding strategies.
As important as all aspects of online branding are, relationship marketing is perhaps the most important in that it focuses on a company’s long-term vision. Good online relationships are what keep customers coming back for more from the same business. It’s important to get these relationships right by having an online branding strategy that builds long-term brand loyalty.