3 Elements to help your brand survive online
Today digital marketing companies have overloaded the internet with spam, irrelevant junk and dodgy ads—and it’s little wonder why people are instinctively mistrustful of online advertising. Luckily, there’s a way to do it right—but it needs 3 key elements:—
Element #1: Creativity
Being creative doesn’t necessarily mean thinking up crazy, outlandish ideas — what it means is to think of a way that can make your brand or product or service fresh, new and entertaining. Something that will stop traffic, or make a person think. Is there any way your service can fix a problem? Once you know the solution, think of a means to deliver it in the most effective way so that your market can hear or read about it.
Element #2: Quality
Many brands and companies have jumped on the bandwagon of going large with campaigns to push out as much content as possible so that they may reach as many people as possible. Sure, this is a numbers game, and out of a hundred hits, it is possible that 10% will click on — but the problem comes when the potential customer eventually reads your content. It is here in which the potential customer will simply click away from the page if the content is not creative, inspiring or relevant.
Adding to quality, besides grammatically-sound copy, is to have relevant links to reputable sources as well as statistical information to support whatever argument you are proposing — this also adds to readership entertainment.
Even Google AdWords has taken this to heart with its recent amendment to page rating and so on.
Element #3: Consistency
Once you’ve found a creative copywriter, and once you’re sure he or she is delivering quality copy, you just need to repeat the process over and over again, keeping in mind the importance of being consistent with your creativity and quality.
Always stick to the reputation of your brand — never fall victim to the easy, often slovenly-written pieces, because a customer never forgets a bad experience; and once you’ve lost credibility, you’ll never get it back.
Summary
It can be hard work — but at the end of the day you would prefer a lower click through rate and a higher buying percentage, as well as client-retention and trust, than the opposite.
So keep it quality-controlled, and stick to your guns in terms of being unique, creative and a consistent brand of quality.
I’d also recommend an excellent ad agency that specialises in this branding aspect of marketing, www.urbrand.co.za is one of the best.
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Author: Claudio Milo from Private Copywriter. Originally distributed by MyPR.co.za.
