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This
month we look at the importance of maintaining consistency
in your brand on the Internet so that it complements your
real world identity and maximizes the prospects of your business.
As with any marketing effort consistency and volume are two
of the keys to success. Be consistent with every marketing
communication that leaves your office and keep getting your
message out there.
The
Internet offers you a chance to keep your name and your message
constantly in front of your potential clients. Consider how
closely your web site address (URL) matches the name of your
business, whether it is your company's name, your proper name,
or a combination of both. A name that is as close as possible,
if not an exact match, to your existing name provides countless
opportunities for you to help people remember who they want
to do business with.
Similarly,
those of you who have been BIRDVIEW clients for some time,
know that we have long advised using your web site address
with your existing print marketing campaigns to drive traffic
to your site. Promote your site by publishing your URL address
on business cards, mailers, flyers, print ads … wherever
your phone number appears is the rule of thumb.
E-mail
is another way to put the Internet tools that you already
use to work for you. To enhance the power of branding through
your e-mail, the name after the @ symbol (your domain name)
should be the same as your URL address. This creates a technically
savvy, professional appearance that's consistent and easy
to remember for the consumer. Many e-mail programs provide
an auto-signature feature that will ensure any mail you send
has your name, contact information, URL, and your tag line.
This places your name in your audience's in box and puts it
at the top of their mind when they want to contact you. Send
a message to yourself to see how your e-mails look when sent
to others.
Next
month, we will be releasing a new feature called the 'Communication
Manager'. It's aimed at allowing you to modify every message
that goes out from your web site so that you can maintain
a consistent brand both on and off line. Be sure to stay tuned
for more information on this beneficial tool.
We
hope you've found this article helpful. As always, we recommend
you take one item and act on it. If you do that each month,
you'll soon see the fruit of your efforts. Good selling!
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