How to Optimize Micro-Moments

By | Marketing, Social Media, Strategy

Experiencing a Micro-Moment

Google recently broadcasted a live stream via YouTube on a digital trend they are calling “Micro-Moments”. As mobile becomes even more of an indispensable part of our everyday lives, Google is noticing a way in which people are using search to making purchasing decisions, especially on their smartphones.

There are thousands of moments in a day that typically start the minute you wake up and check your phone, that is when your micro-moment journey begins. Whether it’s checking the time, the weather, sending a text, scrolling through Instagram or quickly looking something up online each of these interactions with our phone are mini-moments where we are choosing to turn to our devices and act on something.

Capturing Micro-Moments

These moments have the potential to become “game changers” for marketers, but they have to be quick. Research suggests that consumers in their moments are more loyal to their own needs than to a specific brand. That being said it is even more crucial for brands to be following SEO best practices on their websites and taking Google AdAwords seriously. Consumers are making decisions faster than ever and are finding information to their needs in even shorter spurts. Long gone are the days when a consumer would wait to get home to research a specific topic, they are living in the moment so to speak and turning to their smartphones for results. Will your brand be among the top search results when a potential customer is having a moment? This is now something you should be thinking about and planning for in your marketing strategy.

The purchase journey of customers has become fragmented into micro-moments. People’s expectations are higher than ever and expect immediate results on the things they want right away.  Recent research shows that “Of smartphone users, 82% consult their phones while they’re standing in a store deciding which product to buy. One in 10 of those end up buying a different product than they had planned.” (via Think With Google)

Optimizing Micro-Moments

So how can marketers stay ahead of their consumers and capture their attention during these micro-moments? Follow these suggestions:

  1. Identify the micro-moments that matter the most to your business. Whether that be to attract consumers into your store or to purchase your product online, what are the micro-moments you need to win over?
  2. Deliver on Needs in the Moment-optimize your content to fit these moments. Ensure that information is bite-sized, easy to consume and visually stimulating.
  3. Measure Results- the key to any marketing initiative is to measure the results and determine if the outcome was worth the time and money.

A great quote that seems perfectly fitting for this new model of marketing is “living in the moment could be the meaning of life”, or in this case the meaning of hearts, minds, and dollars won.

Why Companies Are Still Ignoring Your Emails

By | Job Advice, Marketing | No Comments

Photo cred: @Ash_o_lee

Emails for Emails

It can be extremely frustrating to email out canned response emails every day, or even just a simple email that requires an immediate response (one that you’ve been waiting for, for weeks now). So why are they ignoring you?

When someone ignores your email at work it can be easy to take this personally, but you have to realize that many people receive hundreds of emails a day. Your email might have been labeled as “unimportant” or disappeared into the black hole of the ‘Inbox’ folder. So how can you make sure that someone looks at and responds to your email in a timely manner?

Tricks to Get Your Email Noticed

There are different tricks that you can use to make sure that your email stands out from the rest. Although a quick response is never guaranteed, at least you can improve your chances.

Five tips to perfect your emails are:


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1. Make sure the subject of your email is in CAPS

If the subject of your email is written in capital letters, it will stand out in an overwhelming mail inbox.

E,g, Details about the marketing campaign VS. DETAILS ABOUT THE MARKETING CAMPAIGN


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2. If your email is extremely important or requires an immediate response, make this clear

If you have an email that you need answered ASAP: let the CEO, employee, client or secretary know. Label your emails accordingly.



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3. Make sure you personalize the email

If you are sending out canned responses or multiple emails throughout the day, your emails might lack personality and personalization. This is key in order to entertain the reader of the email and show that you’ve been paying attention. People like it when you get their name right. They also like to see that you’ve been paying attention to their company.

Try adding something you read about the company recently in your email if you are trying to pitch a company, or comment on a recent conversation you had with the person you are emailing.

E.g. “Hey Jane, I remember when we last spoke you said that you were having a big dinner at your house for the holidays — hope that went well! I was thinking about you and your company and how you’d be perfect…”


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4. Keep the email short and sweet

When you are trying to get a hold of a busy person you have to be aware that a long email is extremely overwhelming for them to look at. Keep your emails as brief and as clear as you can make them so that you get your point or question across effectively. People are more likely to respond to your email faster if you cut straight to the point.

E.g. “Hey Sue, I was wondering if you could take a look at the Facebook account for B-Incorporated today. Please make sure that everything is seamless and in-line with what you were looking for. Thanks, A.”


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5. Create a quirky email signature

Sometimes it’s the little things that really grab people’s attention when it comes to emails. Try spicing up your email with a daily quote at the bottom or a mantra of yours. It can really personalize your email and give the person you are emailing a hint of who you are as a person. In the end, an email is reaching another human being – not a robot. You can also add a picture or cartoon of yourself too.

E.g. Jane Retter

“Art is anything you can get away with.” -Andy Warhol

So if your emails are getting ignored, don’t take it personally! People are people and we all lead busy lives. These are five tips that you can use on a day-to-day basis in order to perfect your email skills and get the timely responses that you were looking for. Change up your email style to see what works for you and always remember that you are emailing a human being, like yourself. What would make you open and reply to an email on a busy workday? Ask yourself this before you click ‘send’ and good luck!

Which Analytics to Track on Facebook

By | Marketing, Social Media | No Comments

It’s important for every Facebook Page manager to have a good understanding of the performance of their Page. Especially today, where Facebook is more and more evolving in an advertising platform, and consequently an advertising budget comes in place, it is necessary to understand what works and where to allocate more efforts and resources. I will try to explain which metrics you should track and which analyses you should perform to fully understand the performance of your Facebook Page.


Analytics worth tracking:

You can export Page data or Post data from Facebook. Export Page data to have a better understanding of your audience, but Page data will give you a better insight of the performance of the content you posted.

1. Page Likes

The first number many clients look at, are Page Likes. However, since Facebook’s recent changes in its advertising model organic reach is dwindling down to 2%. Instead of focussing on increase page likes, brands should focus on reaching people, whether they Like the page or not.

2. Post Reach

Facebook defines Post Reach as “The total number of people your Page post was served to (Unique Users)”. Post Reach gives you thus a better idea of the size of your effective audience – those who see your content are namely not limited to your Fans. When you want to measure Post Reach over time, note that Total Post Reach should be taken with a grain of salt. You can’t simply add the numbers for your daily reach (unique users) within a time period because there will be an overlap.

3. Post Impressions

Some people might prefer Post Impressions over Post Reach. Facebook defines Post Impressions as “The number of impressions for your Page post (Total Count)”. Impressions indicate the number times a post from your Page is displayed and is a useful metric to analyze how frequently users are exposed to your content. Other social media platforms like Twitter and LinkedIn do not track Reach, so in order to compare your Facebook Page performance with your Twitter or LinkedIn performance, it is recommended to track Facebook Post Reach.

4. Post Engagement

Post Engagement measures how your audience responds to your content. There are two levels of Post Engagement; people can consume your content or create stories. Stories are the number of likes, comments and shares on your Page post, Consumptions are the number of clicks anywhere in your post (Total Count), including link clicks, other clicks, photo views and video plays. Clicks generating a story (like, comment, share) are included in other clicks. Measuring clicks on your posts gives you a more complete view of engagement, and a better idea of whether your posts will continue to appear in users’ News Feeds (clicks are factored into the Facebook Algorithm).

Not is it only important to measure Stories and Consumptions, you should also measure how many people are engaging with your page (unique users). Facebook has three different metrics that can measure the number of engaged users; People Talking About This (unique people creating a story), Post Consumers (unique users who clicked anywhere in your post) or Engaged Users (unique users who clicked anywhere in your posts, this also includes liking your page). Since I prefer to measure post level, I prefer to track PTAT and Post Consumers.

To measure your effectiveness at engaging your audience, you should calculate your engagement rate. You can calculate 2 different engagement rates: (1) PTAT/Post Reach: This measures the number of unique users who created a story with your content as a percentage of the number of users that were exposed to it. (2) Post Consumers/Post Reach: This measures the number of unique users who clicked anywhere in a post as a percentage of the number of users that were exposed to it.


Getting On Board with Social Media

By | Marketing, Social Media | No Comments

The use of social media to promote a business is an idea that has become extremely popular in recent years. Businesses both big and small have been creating accounts on Twitter, Facebook and Instagram in the hopes that they can create a strong digital presence, one which will help to separate them from their competition.  However, there are still many business owners that are hesitant to jump on board with the idea that social media platforms can be a useful marketing tool.  I believe social media should have a place in every business’s marketing strategy. Therefore, I have listed a few basic points that should help business owners understand the benefits of social media as a marketing tool.

Social Media As A Word Of Mouth

As many business owners know, word of mouth is one of the most effective forms of marketing. No commercial or print ad can get through to a consumer as effective as a friend’s recommendation. Social media is simply word of mouth amplified in the digital world. One recommendation of someone posted on social media can reach hundreds or even thousands of people simultaneously. Businesses can use social media in a highly personal and effective manner, which will allow them to mirror the process of word of mouth.

Social Media Is Cost Effective

Social media campaigns can be much cheaper to create than television and print campaigns. Traditional media campaigns are becoming increasingly expensive to produce. Thirty seconds of ad space for a television campaign can cost a business tens of thousands of dollars. Even worse is that tools like Digital Video Recorders allow consumers of television content to fast forward through commercial segments, rendering a business’ television campaign useless. With social media, there is no fast forwarding. This means that a business can always benefit from maintaining a strong digital presence. If handled properly, social media campaigns can be a highly cost effective alternative to traditional media.

Social Media Provides An Open Discourse

One of the most beneficial aspects of social media, is that it allows for an open discourse to take place between business and consumer. Social media users are able to connect directly with a business and give positive, or negative, feedback about products, customer service or what they would like to see next from the business. When done correctly, this open discourse can aid in a business’ research and development and can be a great tool to assist in market research. Direct communication between a business and their consumers can also create a humanizing affect for the business/brand, making it more likely for consumers to be willing to interact with a social media account belonging to a business.

Social Media Can Build Communities

The goal of traditional media is to transcend the the limits of both space and time by disseminating information as quickly as possible, and to the largest number of consumers possible. Social media also shares this goal, however, social media is far more dynamic and flexible than traditional media. What this means, is that social media will allow a business to alter their content and messages instantly. A business can adapt to the desires and needs of their consumer audience. More specifically, a business can alter their content in a way that targets a specific demographic. In doing so, the formation of online communities are made possible. These online communities consist of like-minded individuals who are eager to connect with each other and businesses they are fond of. This is a remarkable way to receive feedback about your business directly from those who use your product or service.


The use of social media as a marketing tool is most definitely not a fad. If anything, the power of social media as a marketing tool can only develop further as social media platforms become more ubiquitous and user friendly. I believe that businesses both big and small need to consider adapting social media into their marketing strategies if they wish to stay relevant and find success in the future. If you are the owner of a business that does not currently have Twitter, Facebook or Instagram, then maybe it’s time you consider going online.

What we’ve learned from the Super Bowl

By | Marketing, Social Media | No Comments

Today, America’s biggest sports event is much more than the battle between the New England Patriots and Seattle Seahawks. With millions of people watching the game on television, the Super Bowl is thè opportunity for advertisers to create buzz and gain valuable brand recognition. In order to increase their reach, engage their audience and spark conversation, brands are taking the advertising battle to social media. With more than 28 million tweets and 65 million people on Facebook talking about the Super Bowl, Halftime Show and the commercials, the Super Bowl trended more on social media now than ever before.

So what’s in it for you? What are the most important takeaways to incorporate into your social media strategy?

Hashtags to continue the conversation

With companies paying up to $4.5 million for a 30 second TV-commercial, stakes are high for the brands to share their message with an astronomically large audience. In order to increase their reach, half of the 66 commercials shown during the Super Bowl featured a hashtag to carry the discussion into the digital space. Hashtags encouraging viewers to bring the conversation online in an organized format, making it easier for everyone to join the conversation. Whereas before, people remembered brands because of their tagline, today brands are remembered by their hashtags. A personalized hashtag creates brand equity and allows the audience to start a conversation, ultimately increasing your brand awareness.

Facebook is the ultimate winner

Most of the online conversation about the Super Bowl took place on Facebook. According to the social network, over 65 million people joined the conversation on Facebook worldwide. With 265 million posts, comments and likes, this year’s matchup drove the highest level of conversation Facebook has measured for any previous Super Bowl. The most talked-about moment was the New England Patriots victory, with 1.36 million people per minute talking about their big win. But as we all know, many people also watch the Super Bowl for the HalStime show; 1.02 million people per minute were talking about Katy Perry’s Firework finale. With Facebook putting an end to their organic reach, advertisers find it more and more difficult to reach their target audience. These numbers, however, prove that brands should not move away from Facebook, but instead have to find other, less profit focused ways to get to their Facebook audience.

Bud won the advertising game on social media

Budweiser, with their ad “Lost Dog”, won the USA TODAY’s Ad Meter, but also on social media it won the Super Bowl. The cute puppy-ad had the most shares across Facebook and Twitter, generated the most Twitter mentions (more then 197.800), and generated the top hasthtag (#bestbuds generated over 104 million impressions during the game). Also the “Like a Girl” ad for Always, Mcdonald’s “lovin”-themed campaign and Nationwide’s commercial were big winners. These commercials prove that simple and clear messages, with an awwww-moment, intended to start a conversation instead of selling a product, are (and will likely always) a big hit.

Real-time marketing is on the rise

31 companies, in the Interbrand 100, created and published content on Twitter during the game. Only 26 companies did this last year and just 8 in 2013. This emphasizes how social media is changing the way brands need to interact with their customers. Brands need to jump into the conversation their audience is having and use the strength of trending topics to get their message out there to the masses.

5 Benefits To Using Social Media For Your Business

By | Marketing, Social Media | No Comments

Since its inception, social media has evolved massively. It is no longer restricted to social interactions between friends. Now, businesses – small and large – can benefit greatly from its ability to reach consumers and increase brand loyalty (and countless other perks). Social media is now positioned as a must-do in the marketing and branding sector, and if you’re still on the fence, here are five reasons why:

Increasing Brand Recognition

Social media is an insanely valuable tool for organizing your content and increasing online visibility of your brand. Think of your social media channels as an extension of your brand – a tool that allows you to communicate your brand’s voice and mission more effectively and seamlessly. Social media is so essential for businesses because it simultaneously makes your brand largely visible to new customers, as well as more familiar and relatable to existing customers. For example, a Twitter or Facebook user, casually scrolling through their news feeds, could hear about your company just by doing something that they do regularly and casually.

 Better Search Engine Rankings

Although SEO trends are ever changing it is the best way to capture traffic from search engines, so it’s worth staying on top of. Being active on various social media platforms, and ensuring you use keywords that describe the nature of your brand, acts as a ‘brand signal’ to search engines which then deem your brand legitimate and credible. This means that if you want to rank high on Google, or any other search engine, for a given set of keywords (that are relevant to your brand) you need to have a strong social media presence (which entails being active on your profiles, engaging with your followers, and posting relevant content that will likely be shared multiple times).

 Opportunity for Customer Insight

Social media gives you the opportunity to gain VALUABLE (!!!) insight about what your customers want, need, dislike and love about your brand. You can monitor what your followers are discussing in various forums, as well as what they are commenting on your social media channels, so you can gain brand loyalty and solve any issues your customers may have. You can also see which posts garner the highest level of engagement and then produce more of this type of content so your page is more frequently visited. If you give your customers a platform to express their opinions about your product, you can collaborate with them to create a product (or service) based on exactly what they need.

Generate Leads in a Cost Effective Manner

Utilizing social media as a marketing tool is an easy and cost-effective way to generate leads. Advertising on Facebook, Twitter, LinkedIn, and even Instagram provides an amazing and (typically) inexpensive avenue for increasing reach and brand awareness – ultimately working to generate leads. This also works to build a loyal base of customers who simultaneously act as brand ambassadors and advocates through liking, commenting and sharing your social media pages.

Improve Market Intelligence and Get Ahead of Your Competitors

Everybody wants to be ahead of the curve and luckily, with social media, you can be. With social media monitoring you can gain helpful insight on what your competitors are up to, and how they are targeting their demographic. This information will (hopefully) prompt you to make perceptive, informed and strategic business decisions that allow you to stay ahead of your competition. With this knowledge, you can improve your business marketing strategy and even offer something your competitors might be missing.


Your Cheat-Sheet to Paid Social Media

By | Marketing, Social Media | No Comments

It might be frustrating, but paid social media promotion is the future. Although social platforms like ello are attempting to break the mold an not sell your information or make it available to advertisers and marketers, platforms like Twitter and Facebook have already caved, providing insights on each and every one of us. Scary, perhaps, however in this day and age we are well aware of the choice we’ve made and the repercussions that go along with our subscriptions to these networks. In quite a few cases, we’ve found something extremely helpful online through these targeted ads despite our dislike for them.

Your company needs social promotion if you want stronger brand awareness. If you need a quick primer on paid options for Facebook, LinkedIn and Twitter ads, continue reading and let us know what you’ve found most effective in optimizing  your spend!

Facebook Options

What: Facebook gives you the option of targeting millions of users through paid options across all demographics. Some options include:

  • Marketplace ads/Paid advertisements (run on the sides of user’s Facebook feeds)
  • Page post ads (ads placed in a user’s news feeds, however they aren’t liked as much)
  • Promoted posts (boosted posts that reach more than the 16-30% of your total audience)
  • Sponsored Stories/‘Friends of Friends’ outreach; friends of friends will see your posts

Why: Because Facebook now limits your reach as a business through adjusting EdgeRank, the platform is mostly ‘pay-to-play’ now (meaning you need to spend money to stay effective). Using Facebook’s massive network and robust tools (especially Custom Audiences), however, you can target specific regions, genders, groups of people and much more while keeping spend moderate.

How Much: Facebook has very  broad pricing when it comes to these various campaigns. Dynamics can change quickly depending on who you want to target and for how long. Regarding ads, PPC seems to be quite decent for their Marketplace Ads (some for mere cents per clink; even as low as $0.01). Because of the trend of plugins like AdBlock, we recommend utilizing PPC.

LinkedIn Options

What: LinkedIn is known for its B2B marketing services; clients that focus on B2C probably won’t see much successes in paid advertising. They offer simple ads that can redirect to any URL or social media page.

Why: LinkedIn has a huge business database full of users who own their own businesses who are looking to improve those in which they work. Web design, branding and other services we provide would do well on here with the right tag line and ad (human image on the ad, talk about the free audit, then give a deadline to drive action).

How Much: Probably the most expensive option at around $1-2 a click, even up to $5-7 for certain niches (uncommon, but very possible). Should be looking at $2 a click on average. If you’re looking to hire new talent, posting jobs can cost you upwards of $300 a job, less if you buy some in bulk.

Twitter Options

What: There are quite a few options on Twitter for promoted content. The pricing for all of them is relatively similar, and is much more affordable than LinkedIn.

  • Twitter provides ads that are shown throughout the website depending on your keywords and audience. Everything is based on a bid platform, meaning you set an amount against other advertisers for an ‘action’, and the one that pays the most wins. In most cases you won’t have to bid very much to stay competitive.
    • Promoted trends are located in the sidebar and are easily noted as being promoted. They’re good for getting a conversation started or bringing in new leads through a hashtag or new topic.
    • Promoted tweets can target genders, regions, devices, and more. They are at the top of a page and are triggered depending on the user searching for content. You are only charged when someone engages with the tweet, so you get instant value for your money.
    • Promoted accounts allow you to be found in a users follow suggestions. You are only charged when a user follows you as a result of the promotion.

Why: Twitter has a much more active audience than any other social network, and their users contribute and engage more with brands more often, too. Promoted content can help anyone grow their following with users that actually care about their cause and not just filler followers.

How Much: Usually in the cents range for PPC. Options depends on keyword and reach, but it’s said to be very affordable.


Getting the Most Out of Your Twitter Images

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Images capture the imagination. The world’s greatest, most influential writers have captivated children and adults throughout the centuries with spellbinding stories and prose, however many of the world’s most stunning photographs easily speak the equivalent of thousands of words, each telling their own stories. On social media, our own personal stories and opinions are shared each and every day through useful articles, information dumps and status updates; would they, too, benefit from great imagery? Not just the same old copy only content and links? Would there be a stronger human connection and reason to get engaged?

Of course. This is one of the largest reasons why networks like Instagram and Pinterest have taken off in the last few years; people want to share photos and experience a world beyond words, all while experiencing it with others. Twitter has gained traction as one of the fastest growing, most influential networks for businesses of all kinds, but it’s known more for its word limit than it’s use of images in posts. Despite being an easier network to leverage than Facebook or Google+, Twitter does often pose as a difficult network to see immediate successes on; if you’re not part of the community, it can be extremely difficult to breakout without the proper connections and endorsements.

So where do you get these endorsements? Through sharing great content (be it your own or others). One way to showcase this content is through photos, images and graphics; optimizing your images for Twitter might seem a bit irrelevant (you could consider it a primarily text centric, but actually including photos at all serves as a massive booster for your social campaign. On average, posts with images are twice as likely to be retweeted, 90% more likely to be favorited and receive 20% more clicks. As I said before, a picture is worth a thousand words, and with such a limited amount of characters to convey messages to your audience…there can be a disconnect.

If you’re looking for some easy tips to supercharge your Twitter campaign, check out these quick-and-dirty photo tips.

1. Find High-Quality Images

When posting articles and other useful links, be sure to move beyond just the included images in the associated posts. Yes, it might be easiest for you to just upload the image the author already included, however who want’s to look at low-resolution images that may or may not be relevant to your post in the first place? Using resources such as Compfight or Google Images (with reuse rights on, of course) are available for your use. Stock photo websites can be awesome places to find images that aren’t just captivating, but are at higher resolutions; if your images aren’t large enough, there’s the chance they won’t actually be ‘featured’ (full maximized to catch your audience’s attention). As recommended by Danielle Cormier, be sure to use images higher than 800 x 500 (we’re sure a bit smaller than that will be featured, perhaps around 600 x 350 works) and use as many commercial-use images as you can to stay in the clear.

2. Use Overlays

Canva has been a huge player in the social media graphic world lately; if you’re ready to move up from Paint, Canva is certainly the tool for you, saving all your custom graphics and images onto the cloud while providing some great graphic resources for your projects. If you want something even more rudimentary, Spruce serves as a great tool for captioning images or establishing a CTA where you just didn’t have room for one before. No matter the tool you use, optimizing your images with graphics, titles, hashtags and captions can speak to your audience in a way plain copy by itself can’t.

3. Don’t Just Use Images

Counter intuitive? Actually, I’m just saying for you to use the image space for something more than just photos as filler. Mix things up! Previous mentioning tools like Canva and Spruce, try your hand at creating quotes, asking questions, or even other creative uses like word/object searches, contests, analytics, charts, comparisons and more. As I said before, it’s easy to just upload some in-line images into your next post, and people likely know that. Flex your creative juices and think outside the box; wow your visitors and they might just come back for another visit.



How to Craft Your Own Personal Brand

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Brand & Mortar specializes in business of branding companies and organizations for the digital age, but what if you’re a one-(wo)man show? What if you’re not trying to sell products and services, but yourself to an employer or potential client? What if you just want to establish a greater online presence in your network, perhaps become a face that stands out from an ever endless crowd?

This is what we refer to as personal branding: marketing yourself as a brand, highlighting your strengths, experiences, and place in the world. Improving your own branding is very similar to that of building a brand for a business or organization; you’re making yourself unique and likeable, setting down roots so you (hopefully) stand the test of time.

In this day and age, its becoming more and more essential to become knowledgeable about social media and digital communications; websites, blogs and social media platforms are playing larger parts in our lives as we become more involved in everyone else’s lives. So how do you go ahead developing your own personal brand? Don’t fear; you’ve got a lot of options to keep others in the digital-know about your own development, be it about your career path or last weekend’s camping trip.


Website and Portfolio

Owning a website or digital portfolio on a pre-hosted web service can set up a digital foundation for you, no matter what you do or what point in life you’re in. Want to look like an industry leader or a know-it-all? Starting a blog detailing both your life experiences and your knowledge in your field will help both humanize don’t know you personally and make you stand out as an influencer.

There are countless options out there these days for blogs and personal branding outlets: Tumblr, WordPress and Blogger are some of the larger free ‘blog’ content management systems (CMS) out there with some impressive flexibility. Looking for a portfolio theme? These web services offer that flexibility quickly and easily.

If you’re looking for something that’s a bit more stream lined and solely oriented towards your life experiences and your career path, you might want to consider some other alternatives. Sometimes, all you need is a simple page that highlights who you are, building your digital foundation one step at a time., and Zerply are some of the more popular names in personal, one-page branding services. They give visitors a quick blurb about your life, your passions, where you’ve been, and how you got there (in addition to details about education and career status). They’ve each got their own advantages and disadvantages, but they require basically zero setup time and are easy to share with friends or include in your resumes and other communications collateral.


Social Media

When it comes to a professional network to help build your own personal brand, Linkedin is second to none. Yes, Facebook might be the largest network out there today (1.3 billion people), but it is continually becoming less and less relevant to those who delve into business communications and corporate image. Your Linkedin profile should be up to date with your latest information, which includes career advances, your skills, milestones in your life, and more. This should be your baseline in social media; create posts to share with others in your network and across Linkedin, and interact with groups and discussions to get yourself out there.

I’ll touch briefly on the less specialized social networks, but only along a certain vein: professionalism. When you’re using Facebook, twitter, and other social networks that specialize in the use of visual media in addition to text, be sure you aren’t posting things you’ll regret; as a basic rule of thumb, if your mom wouldn’t approve of it, think twice about posting it. This includes your photos, comments and replies; it not a perfect rule, but big businesses go through PR disasters more often than you might think, and you’re just as likely (if not more so) to make yourself look less notable than the next candidate lined up for that job. Be professional, but don’t be dull, either; post interesting content, especially hanging out with friends, cool tips, reviews and conversations online and linking insightful articles about your industry. Branding is about the looks, yes, but also about how genuine you are behind the smoke cloud.

Part 2: An Intro to Online Business Branding

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Welcome to Part 2 of our Intro to Online Business Branding! If you’re looking for a few tips to get you ahead online, keep reading!


Email Newsletters & Social Campaigns 

As you gain customers, be sure to understand that engagement and communication are extremely important. This can mean a larger focus on social media or other channels; if you’re looking to grow your brand online, social media is a must. This ties into brand recognition and your ability to understand and reach out to potential customers. In addition to tapping into social media for its communication prowess, its pretty important to leverage the power of email. The more customers you have online, the larger your potential list can become. Email is not only a way to retain customers, but remind them of your brand and what you offer elusively.

Having a great email campaign to have your buyers or users opt-into can help you acquire more business in addition to reaffirming your brand with useful content and updates about your products and services.


Retain Customer Trust

Money’s important; yes, it’s what pays the bills. But don’t forget that your customers don’t want to be reminded that you need their hard earned money. You wouldn’t want someone to push these products or services down your throat.

The secret to selling and maintaining customers is to provide value for the customer through a great user experience (in addition to helpful info) plus building a long term relationship. Look to add value, build trust, and be respectful of potential customers. This won’t only lead to more sales, but will also increase brand loyalty and customer confidence. They’ll look to you because you offer great products and services, but will also because they can trust your name for added value.