There really are three different levels of marketing significance when it comes to your online business.
There are three different levels of strategy that result in three different sets of results.
1) Advertising – This role is primarily designed to elicit short-term results on a specific campaign or site performance goal.
2) Search Engine Optimization (SEO) – This role is designed for long-term growth by getting search engines to recognize your site and view you as trustworthy and describing of a high ranking.
3) Web Branding – This role is also designed for long-term growth, but may have more to do with customer confidence in your product and less to do with driving new traffic to your site.
In web branding the idea is to develop a confidence in your product and or service.
Did you know it is possible to develop a strong web brand and find customers returning even if that means paying more with your site?
Why is this true?
If you develop sound web branding strategies a customer will have no problem returning to use your services or buy your product. Customers will pay the extra if for no other reason than they are confident you can and will deliver on your promises. These customers have seen your track record and they are satisfied you will do what you say you will do.
In times past there was greater brand loyalty for house cleaning products, food items, clothing and even vehicles. Branding of most products is becoming harder to do, but it's not impossible.
Web site owners who have taken the time to really understand the core of their business begin to gain a clear picture of how they can take the uniqueness of the business and leverage that special something into a means of branding their company online.
This is important because there are businesses that stop at advertising. Other businesses will add an impressive array of SEO strategies that will eventually get them noticed. While both of these are important strategies the miss the mark in defining the difference between online businesses that sells a product and THE online source for a product or service.
The end goal is to have customers view you as the only reputable seller of whatever product you specialize in.
There are many too many businesses that are content to simply sell a product without ever really making a name for themselves.
Is not it time you started taking steps to make a name for yourself?