Managing Your Physical and Online Brand
Why Striking a Balance Between Your Online Brand and Storefront is Crucial
Managing between your physical and virtual office in today’s world can be difficult, but it’s important to make sure your brand works on both fronts. The truth is, the connection with your customers online is just as important as it is face-to-face. In the end, your virtual and physical office should work hand in hand to accomplish the same goal.
In general, the marketplace has become more consumer-driven – and make no mistake, they are the ones in control. Today, people scour the internet before making purchases big and small. It’s no longer enough to be impressive in person, you need to be impressive online, and more importantly, during those initial Google searches. Consider ways to improve your SEO ranking with things like:
- Accelerated Mobile Pages: You’re probably reading this blog right now, from your phone, tablet, pad or 2-in-1 laptop—all mobile. You want content with your brand’s name on it to load quickly on a mobile device. Last year, Google started highlighting AMP backed pages to indicate that the page will load quickly on a mobile device.
- User Experience: The User Experience or UX will have a direct impact on your SEO. If pages load quickly and the information is easy to find, visitors will stay longer, engage more and reduce your bounce rate.
- Voice Searches: You need to think about how your content sounds conversationally. Improve your online brand, think out loud. Voice searches are much more likely to uses words like “where” and rely on GPS phone location instead of typing out a town name.
Next, consider who you are as customers walk through your actual doors. Are you the same online? Do you have online brand voice and personality that is in line with your storefront persona? Making sure that your brand voice seamlessly translates online is tricky, but remember you don’t always have to be serious on social media to be taken seriously. A good example of finding an online brand voice is Wendy’s. They have gained a solid reputation for being hilarious on Twitter and that deadpan sense of humor is in line with their often-quirky ads seen elsewhere.
Also, don’t blow off a bad review or complaint online. How would you treat a client who is complaining in your office? Chances are you have some policies in place. The same should be true for your online brand. Things can spiral pretty quickly, just ask Cracker Barrel how they feel about Brad. Don’t let negative statements hang out there without some sort of tactful plan on how to approach the problem.
In the end, an equal balance between who you are online and who you are in the flesh should be the same. Your online brand should be a direct reflection of the brick-and-mortar company you’ve worked so hard to build.
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