Branding Tactics: Two Birds With One Stone

Brand awareness tactics for the Web are much like branding in the traditional world, except that you only have one medium at your disposal. The same format and cost exists, but the parameter of time has been reduced. In some instances, you literally have just seconds to get noticed.

As with any campaign you develop, the first Web site marketing question you must face is, "what is my Web site’s objective?" Chances are that your emphasis is on attracting new clients.

It is typical human behavior to choose something familiar. This is particularly true in legal services. After repetitive reinforcement of your name, logo and positioning statement, potential clients will accept your credibility simply by hearing your name. If you begin to brand proactively today, you will gain a competitive advantage in your niche market.

Before you get started with any of the tactics described below, make sure the foundation of your branding campaign is intact (See Establishing Your Brand In The Law Firm Marketplace ).

Online Branding Tactics

• Ezine/newsletter advertising
• Regular mailing From your Web site’s launch, give your visitors an opportunity to register as a member to your Web site. The potential for continued contact through regular mailing to your site members is an excellent way to brand. Until you can grow your Web site membership, using Opt-In mailing lists on a regular basis offers the opportunity to send your message to targeted individuals who have subscribed to receive information on their interests.
• Custom Domain Name Custom Domain Names (= your brand) are so common these days that quite often people just forget search engines and make guesses at possible site names.
• Newsgroups There are Usenet newsgroups specifically for announcing new Web sites. These are another way to make Internet users aware of your brand. Do not post advertisements to any group unless such posts are specifically allowed by that group.
• Exchanging Links Reciprocal links are an effective way to expose your site to people who are already interested in the topics related to your site. Find other successful sites that are related in subject to yours, and propose a trade of links.
• Signature Line (sig.file) This is a canned message that you tag at the end of every outgoing email you send. It  ays who you are, and how to contact you including name, address, phone number, Web site, and a short marketing message. It's a subtle way to let people know about you and your business.
  It's also accepted to use "signatures" in Newsgroup postings.
• Media/Press Releases. Any type of business or organization can benefit from the potential media coverage generated from a well-written press release. An article about your Web site, or your firm, philanthropic efforts, or important cases in a prominent media outlet could generate tremendous visibility and credibility for your firm.
• Web site URL/Email Tags Increase your awareness and online traffic by posting your URL and your email address on all pieces of information that leave your office in print or online. This includes ads, envelopes, letterheads, flyers, shipping labels, etc. URLs are also appearing on television shows, commercials, radio shows, movie trailers, bumper stickers, business cards, tee-shirts, billboards, and any other advertising media that has traditionally been used to spread the word about products, services or companies.
• Publishing Articles A great way to tell the world about who you are, what you do and how to contact you for FREE. It also establishes you as an "expert" in your practice area(s).
• Leading Forum Discussions Conducting an online conference in a forum is a great way to boost your credibility and visibility with a receptive audience.
• Other ways include conventional means such as placing ads in Internet related publications, on classified-ad-pages, banner advertising, using auto responders, reseller relationship, and many more.

In summary, there are a great many ways to get the word out about your name/logo/your site, but keep in mind that branding and advertising is only half the work of having a successful online business -- the other half is creating a site that is informative, engaging, and makes the visitors want to return or tell their friends.

Based on an article by: Joseph Jobst, Founder, President & CEO, josconNetworks Inc. / Global Internet Marketing Inc. www.linz1.net