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How to Create an Online Corporate Identity for your Company?

Brand Recognition, or what is CI?

An important point about creating an online Corporate Identity for your company, is to make your brand recognizable. You want readers, followers to find and recognize you. But how do you do that? Well, that is why you need a Corporate Identity for. It includes your logo, domain, your company font, company colors and also your tone of voice  By following all the tips below, you do everything for readers, customers, followers to know who you are, what you do, and how you do it. Your online CI defines your company, and let your customers recognize you through different tools.

Your Corporate Identity defines your company. You need to choose it carefully and establish it strongly because it is attached to your company for its life time. It is what represents who and what you are on the web. Whether it is online or on the market your CI must have strong impact on your target market and be appealing. There are a few things to know on how to create an Online Corporate Identity for your Company to make the impact desired.

Avatar

To  create an online CI for your company, you need to create an avatar with your logo, preferably a customized logo for each profile, as the image sizes differ from profile to profile. You want to create a great first impression and not have a fuzzy or distorted profile picture ruin your grand introduction to potential customers. Make sure you create your avatar the way you want it, and take time to do it. Changing it will make your online CI weak and confuse your followers.

User Name and Logo

Select only one user name for different forums or when putting comment. An exeption might be when the Username is limited, so create a “short” version of your company and stick to that one as your alternative. Always write your username exactly the same way. Keep your logo the same. Don’t change the colors, the font nor the style. By keeping a steady image representation of your company, fraud is less likely to be possible, and you underline the cohesion and determination of your business.

Tone of Voice

When writing it is important to be consistent. You also establish an online CI for your company through your writing style and the tone of voice you use. Make sure to pick one that is appropriate with the image of your company you try to depict and adapted to the target market you go after. You can’t write very technical posts and then switch the way you explain things to a ” for dummies” style. If you keep one writing style and one tone of voice, your readers will always know you are the one writing , and you do know what you’re talking about. You want to make sure that every subject seems as important as the other ones.

Backlinks – Domain

Remember that the domain name you choose is the name that will represent your business. It is, after your logo,  the far most important part of your company’s CI  because it states who you are, what you do, and how you will be identified and recognized. When you state  your domain in backlinks, make sure once again to be consistent. Always use www.yourdomainname.com or yourdomainname.com – pick one and stick to it. You want to make it easy for people to remember it and recognize it. Also if you decide to use uppercase letters, make sure to always use them to write your domain the same way every single time. Your online CI will be stronger if you always use the same format and style – choose from www.yourdomainname.com or www.YourDomainName.com, and never change it. Show stability.

Remember in what ever you do, constancy in how you do it is very important to establish an Online CI for your company. Brainstorm, choose, and don’t change the tools you use to create it.

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Your Social Media profile is the way to give your business an identity online, to create an image in the heads of your customers and in the long haul, to create a brand. It is therefore important to personalize your Social Media Profile to make sure it is recognizable, to make it attractive for readers and not plain like any other profile. Remember Your Social Media Profile is the representation of your business online. Here is a “How to Guide” to personalize your Social Media Profile.

The Human Touch

Your Social Media Profile will have a better impact on people if there is a face and a name attached to it. Don’t be afraid to associate your name to your business, after all you are the reason why it exist. You deserve the credit! If you even put a picture, readers can get the human feel behind your Social Media Profile. You are then not just a web page, not an entity, but so much more. Edit a biography about your business, and also write about yourself. Your readers want to learn about your business. By personalizing your Social Media profile you allow your reader to learn more about you, to see who you are and what you do. So let your profile show that you are human! You can even give your profile a certain tone in your writing, use humor – but don’t not overboard!

The Caring Touch

Your profile is a great tool to show your reader your involvement in society, the topics that are important to you and so on. You can personalize your Social Media profile by showing how your company cares about its employees and the community. Talk about events in which your company participated: you can put comments about blog post you wrote on the event, or you can create and attach  a photo album of your employees at the events to your profile . Share about events within the company: present your employee of the month, make a comment about your company’s Christmas party. Show that you care! And you can also ask your readers to give you feedback on events they know about and organization that need sponsors, so that they can participate in your profile personalization.

The Visual Touch

Make sure you filled in everything you can to inform your visitors, fans or followers about your business. Don’t leave a blank section. If there is nothing to say in this section fill it with a short video about your business or a specific product; or make a slide show of pictures presenting different aspect of your business. Another very important advice: Customized the profile itself to fit your overall Corporate Identity. Change the colors so that they represent your company’s colors. Add your logo as a background or at the top of the page. Modify the set up to show you put effort into it, to have a profile that makes people interested in your business. You don’t want readers to skip your profile because they can’t read what you wrote, or because it is just another black and white page. Make sure you choose colors, font style and size that allow a good visualization of your profile. You want the information to get to your readers, so make it easy for them to find it and read it!

Answer!

Give your customers feedback an answer as promptly as possible. Don’t be scared of complaints, the way you answer them will show other readers that you care and will give your profile the interactive communication feel that it is supposed to have. Also update your profile regularly. You don’t want to have a presentation on a product/service you don’t offer anymore, or numbers that are not accurate with your current situation. It is important to keep your profile “living” to show your constant presence and evolution. Answer to customer responses, whether positive and negative and show that you listen! Remember that Social Media helps you develop a trust relationship between your customers and your business. This step in personalizing your Social Media Profile help you strengthen this relationship and keep it going.

After you set up, customize, and personalize your business Social Media profile: Ask yourself: Does my profile create an positive and inviting image in the head of my customers and is my brand recognizable? A well personalized Social Media Profile will attract the right followers as they will be able to directly see who you are and if you match what they are looking for. And keep in mind to have a good balance between the social and business aspect of your profile. Oh, and don’t forget to add your business URL!!

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The True ROI of Social Media Marketing

Social Media Marketing is not FREE! You are investing your time and therefore money in Social Media Marketing, and as any business investments you want to know what Return On Investments you can gain from it? Legitimate question! You should wonder, and you should know, because understanding and learning about the ROI of Social Media Marketing allows you to use it efficiently and really promote your business in the most effective way. So what is the ROI of Social Media Marketing? Keep reading to find out!

The quick answer: The ROI of Social Media Marketing is what you want it to be. Do you want to focus on better customer service? Or attract side markets to your business? Or may be you want to develop a loyal and trusting relationship with your customer? Well, then concentrate on those numbers. For some  metric examples and numbers on how to measure your Social Media Marketing check the end of the article!

Useful information

One of the first goal of Social Media Marketing is to inform. Your Social Media tools enable you to provide useful information about your business to educate your customers, and inspire potential customers that they need your product or service. The R.O.I. of Social Media Marketing then, is shown by analyzing how many of your current customers you have been able to keep and turn them into a loyal customer base and how many of new potential clients you have been able to turn into real customers. Another goal of Social Media Marketing is to teach your customers how you differ from your competition, explain what makes your product or service unique and the best solution for their problem or need, and also why there is a advantage for them and the rest of the society to follow you. The ROI of Social Media Marketing here is to see how many of your customers have started following you instead of your competitors.

Branding

Social Media Marketing helps your business gain an identity online. You establish a reputation for your business through Social Media tools, which allows targeted readers, customers and other businesses in your industry to recognize your brand, to recognize who you are and what your business represents. On the long term, the loyalty from your customers gained is the ROI of Social Media Marketing efforts. On shorter term, your ROI is the increasing number of customers and potential customers aware of your business existence on the market, and your presence online.

Customer Support and Product/Service Improvement

With Social Media tools you can reach more customers, but most of all you incite them to engage in improving what your business needs to change. You can make them feel involved, create communication and have them generate new ideas for your business – new ideas, innovation, or improvements or product differentiation, all of them will help you to stay ahead of the competition. This helps you understanding the need of your targeted readers and answer those needs the most efficiently possible. The ROI of Social Media Marketing is the feedback you receive from your customers and see how you are able to provide a better response to your customers.

Trust and a Trusting Network

Social Media Marketing has been proven to help businesses create a whole new relationship with their customers and business partners. The customer support ( as describe previously) enabled through the use of such tools enables you to drive a connection between your business and your customers. The constant attention given to your customers and your ability to keep their attention as well, gives your business the great opportunity to create, develop and strengthen a strong trust relationship with your customers. You, therefore, grow your network, on strong basis, for a long term commitment.

The ROI of Social Media Marketing can’t really be measured as a financial result, at least not initially. But it is measured through an analysis of your business, its online presence, the awareness you were able to develop, and quantity and quality of the followers you were able to gain and keep, and the identity you created for your business.

Social Media Marketing ROI Metrics

Here are a couple of numbers and metrics that you should keep an eye on to measure your Social Media Marketing ROI. But always remember to gather these information before you start with your Social Media Campaign, so you can compare the before and after results !

• Search Engine results and website traffic
• Brand recognition
• Customer complaints
• Customer complaints response rate
• Product returns
• Negative comments/positive comments about your company online
• One-time vs. returning customers
• Backlinks
• Time savings (for example, when you refer your customers to helpful blog articles rather than answering them all over and over again!)

These are just a few metrics that will help you determine the profitability of Social Media Marketing, but there are many more. It depends very much on where you want to focus on. Building a Social Media Marketing campaign is more than just setting up a Facebook page and following random people on Twitter. Focusing on specific aspects of Social Media will bring you more targeted results, so establish a strategy first and monitor the results!

Social Media Marketing is a long term process, where data analysis, and not dollars amount, tells you how successful you are.

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What has changed in advertisement and marketing in the past 75 years? Well, a lot, to say the least! While people in the 50s and 60s were brand loyal, advertisement enjoying dream customers, people of today’s world suffer from over-exposure to advertisement. Advertisement is everywhere and marketers try hard to invade the last spaces that are still free of advertisment to get even more exposure for their multiple brands that have lost all of their competitive edge! Rather then following the old ways of mass-exposure, the new way is to provide relevant information to the people that are open to receive this information!

Check out this video by Scholz & Friends, a European Network of Marketing and Advertisement Agencies shows you the dramatic shift in marketing reality! Enjoy!

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