One of the most overlooked components of a company’s brand is their online brand management. Unfortunately, the revolving door of employees leaves remaining staff wondering which listings their company is associated with. This is a common issue for small to mid-size companies that can be costly. Typically, online brand management gets spread across many departments like marketing and/or sales. Usually to promote products and services to a target market and generate some type of leads.
So how do you take control of your online brand? As with anything, first create a strict policy personnel can adhere to. To initiate a strategy, ensure that only one person, typically the staff managing your overall marketing strategy, manages all online listings. Having sales team members managed this aspect is discouraged as their main focus should be closing business.
Start by setting realistic goals for your marketing and sales efforts. Start by doing an analysis of what was successful. Be completely honest, using actual data, on what really worked but also be sure to evaluate what did not work. For example, what statistical data can you evaluate to answer the question; did you do everything reasonably possible to enhance your SEO? Did you really get involved and maintain your SEO on a daily basis? If you answered yes then continue that trend. If you answered no then it is time to roll up your sleeves and get to work.
Another thing you can do is review all website content. Does the current content accurately represent the company in a positive light and follow your sales cycle for your target market? Is the news section, blog, and social media up-to-date? If not, it is time to reevaluate and freshen up the content. Start doing competitive research to stay on top of industry trends.