Marketing leader Michael Hyatt posted a very critical post last year- here. The reason I got reminded of it, was a conversation with a brand owner about the great impact he had created for this brand on earned media. While the brand/ products had found organic mentions all over the Internet and who’s who media of their particular industry, the brand itself had little presence on social media or Google. They did have a website, yes, and also social media handles. But these were being updated once in a month or even lesser. A frequency, far too low for the usual online customer. The bulk of the marketing happened offline, in niche circles and was hardly getting amplified online. What a lost opportunity, I said. It wasn’t even about how much potential they had online, but how much more they were missing out on, by just not showing up and using someone else’s media more than their own. Why is it important that you invest in creating your brand online on your own “land”? Here are some reasons…
4 Reasons For Creating Your Brand Online On Your Own Land
1. The Online Amplification Effect
Everyone you get into influencer circles and mentions from big media, the impact of that mention can directly be felt on your site. This means, you will immediately see consumers and interested readers Google your name/ company/brand, if they hear about you. Now among those that have a strong social and online brand presence, these can get converted into fans, followers and direct traffic for you. As a precondition for this, the consumer HAS to like what they see of you online. Imagine the loss in opportunity if you miss out on this interest group because they find you missing or worse that they see your site in shambles.
If an influencer is working with you, you need to be able to use that to propel and amplify you brand presence further and get in-roads into their customers and communities too. What a miss, if you are unable to convert this interest! Do remember, organic brand searches/ interests ARE your strongest customers/advocates.
2. The Digital Native Effect
Digital natives was coined as a term in 2001 by Marc Prensky. These are people born after the 1980s who grew into the online world of the Internet, social technologies, computers. While your current audience may not be so social media savvy, this is increasingly changing. Especially if you are an urban-city brand where access is not an issue. These consumers naturally look up your social media handles, consumer reviews, and check you out digitally before they purchase anything. Point being, things are changing fast, and you don’t have many options left to hide. And you don’t want to hide. You want to be discovered. And you want to be discovered well.
3. The Ownership Effect
All social media or external media has rules that they can change at a moment’s notice. Your article may be taken off line, the communities become irrelevant. And worse: the network itself may die (remember Google owned Orkut?). When you rent it out, you can’t control it. But you live by someone else’s rules. Michael Hyatt describes a scenario, which plenty of us may have been exposed to:
A few years ago a friend was in the middle of a promotion for his annual conference. He used Twitter as the primary means for connecting with his tribe, but then Twitter inexplicably suspended his account. The problem was eventually fixed, but it hurt his attendance in the meantime. Few things in life are truly stable, but some things are more stable than others. I bought MichaelHyatt.com in 1998. It’s been through a lot of iterations, but it’s always been mine. Ownership provides stability because you set the rules.
4. The Platform Effect
The key to growth and building sustainable brands is to grow as a platform connecting those that are interested in the same topics, ideas and products as you. Instead of thinking of it as a short term like/comment, platform thinking is long term in nature. It is critical to image digital would enable you to create a brand platform enabling connectivity and trust. You can then incorporate any new social media channel or applications all on your platform. If tomorrow Pinterest dies but Snapchat stays, you can go ahead and make that change on your own brand website. You can include the right social handles in a matter of minutes. With platform thinking you also tend to reuse content well and do not keep all eggs in one basket. It enables you to create content for your own platform, optimize and distribute it to other platforms then, in the end always having your content safe.
Being someone who lost a lot of valuable time on Posterous, I can tell you, building my own hosted blog and presence has proved to be a boon. Your digital web presence is like a business card. You don’t want to be seen and network with the one not updated since 1979.
Are you still not investing in your digital presence? I hope these aspects will help you make a move ahead.
If you needed help, do not forget to reach out to us. In case you wanted to get your digital story/brand established online. You can reach us at connect at brandanew dot co.
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