You spend time, money, and resources to develop your online brand presence. Not so great at managing it? Looking for ways to tie your hard work back to the bottom line? Check out this 3-Point Checklist for maximizing your online brand presence.
1. Identify and rally your front line brand ambassadors. These resources are primarily your internal brand personnel, but do not relegate your collection strategy to marketing or PR. The most influential brand ambassadors may sometimes be found outside your organization.
- Assess your case study and testimonial archives. These are loyal brand enthusiasts who you’ve already gotten approval from.
- Segment your social media community based on interactions, qualitative engagement, and perhaps most importantly, negative interactions or comments.
- Create a shortlist of partners, thought leaders, and experts within your industry that you’ve established relationships with. If you don’t have existing relationships, cultivate a role in appropriate LinkedIn groups and tap your peer network by asking them to introduce you to their favorite thought leadership contacts.
2. Align messaging and communication across channels. The emergence of digital revolutionized the way people interact and share. Social and mobile are now sub-channels of online, and buyers are constantly finding new ways to discovery and engage — without your help. The consistency of content across email, social and customer communities, company blogs, and PR efforts is imperative to establish and maintain core brand impressions.
- Create a brand persona that encompasses all channels (on and offline) that can then be easily accessed internally, and carefully shared externally with consultants or external contributors, if needed.
- Establish weekly or bi-weekly meetings with the stakeholders you identified in step one, so that teams can bring updates, ideas, and issues to the table, and collaboratively address them in a timely fashion. If you’re working with teams in remote locations, get everyone together in an online video chat.
- Develop parameters for teams to follow across their respective channels (i.e. rules for tweeting, scheduling interactions or impressions to ensure no overlaps). It’s also important to establish ad-hoc strategies and plans for on-the-fly brand management or control. Though it’s your PR team’s primary focus and responsibility to manage crises, changes or impromptu events that affect your company and industry, it’s important for all “brand hands” to be on deck in any given situation.
3. Define rules for measurement and reporting. It’s critical to have a collection method for customer and prospect feedback, but implementing a system for visibility into the attributes of targets that are not engaging or converting, can be your greatest asset.
- During your scheduled team updates, ask all stakeholders/teams to share a weekly report based on agreed upon metrics relevant to your business objectives.
- Define a blueprint for how to analyze the data collected by your teams, as well as an effective way to act on it to support overall ROI.
- Measure and analyze content consumption habits, as well as stage of interaction, to help support future content development efforts across the sales cycle.
Looking for some resources about maximizing your online brand presence? Check these out:
Grande Guide to Personal Branding
Grande Guide to B2B Content Marketing
Grande Guide to Wikipedia
Grande Guide to Social Selling