Business Networking 101: Using Technology to Build Brand Awareness
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Posted By: Jon C. on February 01, 2010 Effective use of technology is essential to building your brand. If you're the entrepreneurial type, chances are, you've experimented with various ways to promote your organization online. However, it's not simply enough to create a website, create a group on Facebook, and send email blasts. Is your web presence really working to support your overall strategy for building your organization? 1. Are you using metrics to track responsiveness to your outreach? Learn from your experience! Keep track of the methods that are most effective in reaching new people, and engaging your existing network. Is there a higher response when you send an E-Blast two weeks prior to a scheduled meeting than three weeks? Are you asking/polling your network to find out where your referrals are coming from? Experiment to find the perfect combination of timing, channel, and format for your outreach... then stick with it. Find what email & newsletter templates create the highest clickthrough rate and conversion rate, what titles and phrases on your blog posts get the most attention, etc. and use this info to your advantage. 2. Does your content create value? Most of us are bombarded with information each day. You have to assume that your audence doesn't have any more free time than you do, and that they wake up to the same inbox full of stuff that you do. Put simply; the information you provide must be worthwhile! Simply announcing your product will not generate interest from your audience. Make it a point to include a nugget of valuable information in every email, blog post, Facebook note, and meeting invite you send... and target it towards the audience you desire to reach. 3. Are you investing in your brand? There's a reason that marketing is a billion-dollar industry. In most cases, you'll have only a few seconds to gain the confidence of your audience before the opportunity is lost. It's important to present a professional image. Do your trade name, logo, and communication materials inspire confidence? Is your website user friendly and up-to-date? Are your emails and print collateral well-designed, well-written, and free of typos and grammatical errors? Take the time to design and proof your marketing materials. If you're not experienced in doing so, consider hiring a graphic designer/copywriter to help. If funds are limited, you can always see if it's possible that your business exchange resources or services with another business in lieu of payment. In Columbus, I've been able to negotiate with members of my network to exchange meeting space, public speaking services, and consulting services. When you have a need, don't be afraid to ask for assistance! Don't approach your online marketing blindly... have goals and a strategy, and apply them to everything you do online. It's the best use of your time and effort, and can dramatically transform your results from ordinary into extraordinary. If you enjoyed this article, Join HBCU CONNECT today for similar content and opportunities via email! |
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Jon C.
Benefits Management Analyst, State of Ohio Hampton University class of 2004 Member Since July 2003 |
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