Building your brand equity online takes time, dedication and patience. However, that intangible asset that is brand equity can go a long way in building and maintaining an online reputation, building your trust factor with the search engines and consumer; help increase your online brand presence and more. Brand equity is not something that just happens. It takes a conscious effort on your part to make sure your brand equity becomes a valuable asset.
Here are 3 ways to help build your brand equity
Invest in content marketing
Good content marketing should seek to educate the consumer, not just be a sales pitch for your product. Consumers don’t care how wonderful your company is, they just know what you can do for them. How does your product solve their problem? Content marketing is how you position yourself as the solution. By producing quality content (which could be anything including videos, blog, whitepapers, and more) you are establishing yourself as an industry expert. The more trusted you are (by search engines and consumers) the better your brand equity.
Cultivate relationships with industry bloggers
Obviously a great piece of content is going to do much good if you can’t get any eyeballs on it. There is where influential bloggers can provide a huge boon to your content marketing campaign. A popular industry blog may get thousands of unique visitors a day and posts can get shared across a variety of social networking sites hundreds of times. Some blogs allow for guest post submissions, which is a great place to build up your link portfolio. If you can develop a good rapport with a popular blogger, you might be asked to become a regular writer for their blog. They might also be willing to write a promotional post about your company. They are a trusted source of information by your target audience. Having a powerful blogger support your company not only builds your brand equity, it can also help drive tremendous amounts of traffic to your site.
Build an online community
There is no more denying that social and SEO are crossing paths and influencing each other. The big three social networks are Facebook, Twitter and LinkedIn, but there are plenty of smaller and niche social networking sites where you can develop an online community. The more followers you have on Twitter (preferably active accounts operated by humans, not bots) the more likely your Tweets are to be reTweeted. The more Fans on Facebook, the more people your brand can interact with on a daily basis. LinkedIn is a great place for lead generation, as well as sharing content via LinkedIn Groups. Your connections pass your content along to their connections and further on, spreading your brand name and content as it goes.