Today’s marketing experiences a shift from endeavors of yore. Traditionally, while the notion of marketing was active, brands had to be patient upon release of materials. A billboard, while attracting the potential for limitless views, is only as good as the number of interested parties it attracts. However, what if the billboard was operated via remote control, and brand owners could physically ‘chase’ drivers, making the static billboard a more proactive and interactive entity?
Digital properties have the potential to be proactive, unlike their static traditional advertising counterparts. However, digital property does not serve brands any more than traditional means unless exacted to do so. Don’t just host a site; make it magnetic, aligned with ‘sticky’ pages that attract, keep, and generate repeat attention. Here are three ways site owners may increase the magnetism of web property.
It’s difficult to find a product or service-offering brand without a web site in today’s market; it seems every business has some sort of web site. However, consider the number of brands that regularly update, and one gets an incredibly low count. Simply hosting a web site is not enough; search engines host millions of pages. It’s especially next-to useless for brands within competitive industries to keep stagnate sites. To truly optimize potential, an online brand needs to continuously produce content. A stale web site is akin to an unproductive worker. The value lies not in a worker’s presence but in their ability to do something for the associated company. A web site is a digital employee; it too must provide value.
Originate an editorial calendar for your web site, ensuring daily (or at least weekly) modification and update of pages. More content equals greater opportunity for attention; detailed and well-planned content attracts the most.
The end goal of advertising is facilitating viral awareness. How would Bob Dylan gain a following if not endorsed by critics? How would the newspaper gain readership if not at newsstands or discussed among citizens? Online, inbound links are comparable to offline endorsements or ‘word of mouth’ advertising. Subsequently, the notion of becoming popular online is referred to as going ‘viral,’ affecting the attention of thousands to millions of users in a small timeframe.
Attract incoming attention with inbound links. The notion of link building is associated to engineering content destined for other web properties, gaining the attention of major bloggers, news outlets, and ‘influencers,’ and finding opportunity for other web masters to implement outbound links. Incoming links serve as positive ‘votes,’ sending signals of popularity and authority to search engines, increasing the likelihood of exposure.
Brands produce services and products that address consumer needs. In most industries, the actual nature of products and services vary little. A consumer may find a matter of a few ingredients separating the iconic brands of Coke and Pepsi. Despite slight variation in composition and taste, soda is soda. But, what makes a number of consumers pledge allegiance to either brand? Aside from slight variations in actual product, reputation and associated branding fuel the curiosity and eventual advocacy of consumers. Successful brands host personality, as if the product, service, and company is a ‘person’ all their own.
What makes a person likeable? Is it intelligence, athleticism, humor, or kindness? McDonald’s Ronald McDonald, a clown, is gregarious and playful, inviting children people of all ages to visit the long-standing restaurant. The happy demeanor lends itself to memories of the restaurant; therefore, future interactions inspire those happy feelings and recollections.
Use a variety of on and offline tools to express the personality; display the character of executives, mascots, and other brand associations. Like a movie star or political figure forming a legacy, a brand’s mission of creating associations and consistently interacting with its public is essential to secure long-term popularity.
Allocate better thought and more action toward updating digital property, creating incoming links, and hosting a well-respected and popular brand image. Like a tripod, addressing those three tenets, provides a business with perfect balance.
Bill Nixon is a small business owner of many years. He likes to unwind by blogging about his experiences online.