The Best Way to Build Your Brand Online

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If and when you are trying to find someone online, the first thing that you do is turn to the search engines. It is a natural move in this day and age and it give you a way to learn about the person and his or her business without committing to that person and without getting personally involved yet.

The approach that works best for your business

Most people (it would not be easy to find some who don’t do this) check out the person and/or business of the other person before actually buying something from that business (or even before developing a relationship with that person and/or business). The research is essential and it often provides valuable information that you may not obtain if you were to speak with the person directly. At least, that may be the case in the beginning of the relationship. You can look at it as the beginning before the beginning. What you learn from your research will give you a good understanding (or acquaintanceship) with the person’s brand. When it comes to a professional relationship, that is critical to the success of the relationship from the beginning to the end.

The result of your search efforts have a lot to do with how the other person is managing his or her personal brand. If that person is careful about maintaining control over the information that appears online, he or she will be presented in a positive light and other people will see the person in that way as well. That is tremendously important when it comes to cultivating a professional relationship together. There are various things that you can do to effectively build your professional brand and if you succeed at accomplishing at least a portion of them, you will also succeed at building your brand successfully.

  • Test the search engine: If a person is looking for you and your business, the first thing that the person is going to do online is to type your name or the name of your business into the search engine. The person may get some interesting and surprising results. There are many different pieces of information that may pop up, including various social media profiles, your website, etc. The big question here is if the information that the person finds compels him or her to drill further to obtain additional information.

  • Make sure that your LinkedIn profile is complete: Considering that your LinkedIn profile is one of the first things that will appear in the search result list and also considering how powerful LinkedIn is for professional purposes, it is critical to your professional success that you have a complete, effective LinkedIn profile. Other people will absolutely pay attention to your profile and you have a responsibility to make sure that the information is in place. In addition to the standard information, your LinkedIn profile should also have recommendations and endorsements.

  • Have an effective, compelling Facebook profile and biography: Your biography is very important as is the rest of your Facebook profile. As a matter of fact, the very first part of your bio is the most essential part. You have exactly three seconds to grab the attention of the reader. You better make it really exciting and really valuable. Otherwise, that person will move on to the next person and you will lose them forever.

  • Gain credibility through authorship: If you can show that you are a published author, you will have proven to your readers that you are credible. It is all part of building your brand (professionally and personally). You need to make sure that you incorporate that information into your biography on all of your social media profiles.

  • Demonstrate your specialty and expertise: If you communicate where your expertise lies, other people will respond positively to that. It is all part of building your brand and building your credibility. A specialist is generally accepted more readily than a generalist. Of course, both are necessary functions but they are received differently.

  • Get exposure through other websites as a guest blogger: You gain instant credibility if you write for someone else’s website. Of course, everyone understands that you can’t blow your own horn but other people can do it for you as much as they wish. It will definitely be taken seriously and there is a good likelihood that the other person will take the information into serious consideration if and when they are ready to buy a product and/or service from you.

  • Follow the basic principles of social media behavior: There are certain established social media principles that should be followed by everyone:

    • WIIFM (What’s In It For Me?)
    • Prove your value
    • Prove that you care about your target audience
    • Be consistent
    • Touch the other person on a human/emotional level
    • Always be accessible
    • Never spam anyone
    • Always listen to the other person
    • Recognize the value of blogging for your business
    • Prove your worth as a subject matter expert

Conclusion

If you follow the principles that have been outlined here, you will build a strong, enduring brand online and you will be able to become more and more successful. People will be very interested in interacting with you and they will also eventually want to buy from you and to become loyal customers. Remember to share valuable and informative information with them and share it in the most effective, least-intrusive manner possible. If you have done your job effectively, the other people will have no doubt about the value that you bring to the relationship. Your business will make their business perform more effectively.

We are pleased to provide you with the insightful comments contained herein. For a complimentary assessment of your online presence, let’s have coffee.

Author

  • Michael Cohn

    Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications. He has decades of experience in IT and web technologies. Michael founded CompuKol Communications to help small businesses and entrepreneurs increase their visibility and reputation. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility. Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.

6 Responses

  1. Don Purdum says:

    Via LinkedIn Groups
    Group: Linked Business
    Discussion: How Do You Build Your Brand Online?

    I am highly engaged on G , LinkedIn, and Facebook. I also blog at least once a week and share it through blog directories and other places I’m highly engaged. In addition, I contribute valuable content and comments/engagement on blogs and other places where I’ve identified my target audience is contributing.
    By Don Purdum

  2. Dennis Callanan says:

    Via LinkedIn Groups
    Group: Social Selling | THE Mentoring Group for Sales & Marketing Prospecting Professionals
    Discussion: How Do You Build Your Brand Online?

    What do you think about putting testimonials on your website to help build brand? How about leveraging referrals?
    By Dennis Callanan

    • Michael Cohn says:

      Dennis,
      You should definitely include testimonials on your website as long as you provide a way for your web visitors the verify the testimonials.

  3. Matt H says:

    Thanks for the great tips. There is no better way to get in touch with your customers, clients, target market, and prospective clients than a really engaging FaceBook page and Linked In page.

    People can start real discussions and may point out things about your brand or business that you would never have thought of and they never would have left a comment in the comment box.

    Thanks for tips!

  4. Matthew Honigman says:

    Via LinkedIn Groups
    Group: Shoestring Marketing Group
    Discussion: How Do You Build Your Brand Online?

    Great tips. You’re so right about having a compelling FaceBook page where people actually want to interact with you and/or your brand. I’d even add to that you need a compelling blog where people can ask questions and you can have a real and informative conversation in real time, like you are here.

    You’re last point about guest blogging, Google recently said they’re going to downplay that, as far as ranking anyway; but who knows, they’re always reversing their own decisions. On the other hand, it is great to have a guest blogger with a different voice and possibly a different point of view so that your readers have a well balanced approach to the subject.

    Thanks for the article!
    By Matthew Honigman

  5. Walter Daniels says:

    Via LinkedIn Groups
    Group: Linked Business
    Discussion: How Do You Build Your Brand Online?

    Just over Six years ago, I got started on LinkedIn. Now, by doing what I tell others to do, I’m moderately well known. I did, and do it, by looking for information that might help others, and posting it where those it can help, will find it. It not only got me known, it established me as being knowledgeable on many subjects. I am by no means a real “expert,” but a good generalist. I also use Facebook as a “blog.” People who read me there, usually know that I rarely bother with a “spew alert.” Either from my alleged sense of humor, or political leanings. Many years ago, I decided that being less than honest, didn’t benefit anyone. If I’m going to offend you, I’d rather do it by being honest. I’m not afraid of honest disagreement, I “follow” a number of people that I fundamentally disagree with. We both know it, and sometimes, actually learn from each other.
    All of that builds my “brand,” and my reputation.
    By Walter Daniels