Putting the Web to Work for Your Brand. - Issue: 2003 Qtr 3
What are you doing to extend your brand via the Internet? How are you reaching your target audiences? Are you happy with your results? Or is it difficult to even know?
With so many ways to tap into the Web’s potential, it’s easy to go for the quick, painless options like web banners. But just like most things, EASY doesn’t always translate into EFFECTIVE. (How are your web banners working for you, by the way?) One must spend a little time and effort to really build a brand via the Web.
So, what are some more effective ways for extending your brand on the Web? Here are a few options to consider:
Become a publisher — Write articles that pertain to your particular industry and make that content available via other websites. For example, providing industry-related articles and posting them on a dealer or distributor’s website. Your content will be appreciated by the website provider, and your insights will make a positive brand contact.
Become a teacher — A great way of using the Web to enhance customer relationships is with Web-based education. Consider providing any training programs you offer via the Internet. Or send a regular HTML newsletter — one that is not selling in nature, but rather educational. Because education sells. Both approaches can be effective ways of maintaining an ongoing dialog with your customers. For example, CertainTeed (a leading building products company) offers its Master Craftsman™ training program online and has received much positive feedback as a result.
Become a content provider — By providing content to related sites visited by your customers, your brand is positioned as a thought leader. Many publications and industry organizations have websites that offer this opportunity. And the content doesn’t have to be presented in just words — it can be sound. For example, Miller Brooks provides audio discussions about branding (Sound Advice On Branding) on a site called whatsworkinginbiz.com. To hear an example of one of these audio advice segments, click here. To download the entire transcript click here.
Send an HTML e–direct mail — Just as e–mail has changed the way people communicate, it’s also offered companies a new way to extend their brands via the Web. Now you have the opportunity to have a conversation with your customers and prospects via e–direct mail (a direct mail communication that is sent via e–mail and opened in a Web browser). Assuming you have your own database and e–mail list, you can use HTML e–mail to maintain an ongoing communication with customers in an impactful way.
Offer basic services online — Providing basic tools via the Web makes it easier for your customers to deal with your brand. Financial institutions may offer financial calculators, or allow customers to use the Web as a quick, convenient way to check account and credit card balances, apply for loans, shop for insurance, and more. Whirlpool Corporation, for example, offers a complete library of product specifications and technical drawings in electronic format for architects and designers to use in their planning. Think about some of the basic services you offer and see if they could become even more convenient for your customers via the Web. But remember, if Web-based services mean more work for customers in any way, you might want to think twice before offering them.
These are just some of the ways you can use the Internet to build your brand.
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