It’s important to have an online and offline brand. Each interaction that your customers and clients have with your organisation contributes to their perception of your brand. Here are some tips to consider, whether you are primarily an online business or whether your online presence simply compliments your real-life image.

Your brand, offline.

If your business has a primarily offline presence, perhaps you have an office location or a storefront, and you recognize that it is important to have an online presence. A website should be simple and should be purpose driven. If customers visit your website for information, it should be clearly and simply available. It should also reflect your brand personality.

Although the website will act as many people’s first impression of your business, the customer service, client relations and physical image of the location of your business will form many of the core aspects of your organisations’ brand.

Each interaction that a customer or client has with your company impacts their perception of your brand. Each interaction must represent your values, personality and must be clear and simple for the audience.

Please read on to discover tips to consider when moving your brand online, or having an online presence.

Your brand, online.

If you only have an online presence as many businesses currently do, you have to use the limited virtual space that you have available to you- whether a website, social network, e-mail or all three, in the best possible way to not only attract customers but to communicate with them as well.

When communicating with clients and customers, brand personality is extremely important. Online this must be done through appropriate use of tone and writing as a personality. Each contact must represent the organisation since there will be few business meetings, no smiling Saturday afternoon faces- the personal touch must be created through online contact.

Having a primary presence online also means that the website and any search engine optimisation initiatives need to be simple and clear. Fortunately, a complex and technically varied online presence will not necessarily impress your audience, simplicity in design has proven successful online. I only need one word to convince you: Google. With simple design, the content must represent the brand personality and must be simple, clear and easy for the audience to interact with.

One of the largest challenges living primarily online is developing effective brand positioning. Without spending a lot of money on online advertising, it is critical that if your product or service is typically found through web searches, that your website is optimised for search engines to find (our previous blog post on writing for search engines).

If you exist primarily online, being accessible to current and potential clients and customers is important. Google offers a useful keyword suggestion tool in their AdWords platform where you can explore keywords without purchasing advertising (as shown in the picture below). Using this platform, Google will recommend keywords that people will search for based on the content of your website. This will provide valuable insight to see if your website actually reflects the words that you thought it would, and it might give you new ideas of words that your customers are using to find you, that you wouldn’t necessarily have thought of.

This tool will also tell you how much different suggested keywords will cost, giving you an idea of how popular they are (the more expensive = the more popular, supply and demand!) and will give you an idea of how big your competition is for those search terms.

When you’re based online, location is important. Location is important because physically, you could be sitting on your couch running your vast empire, or you could be in a hotel room. If you have a (really) small business, you could be the person responding to info@yoursmallbusiness.com, sales@yoursmallbusiness.com, support@yoursmallbusiness.com and opportunities@yoursmallbusiness.com. Your virtual location should equally reflect your brand image.

Whether you are primarily based online or offline, how are you going to leverage your brand’s emotional appeal. Although branding does not easily lend itself to one-size fits all solutions that you can read on a blog, emotional appeal for your brand is even more complicated. One of the largest branding challenges you will encounter is how to develop an emotional appeal with customers. What will that emotional appeal be? The emotional appeal will be closely linked to the values that your brand holds and finding consumers who also share those values.

For more on competitive advantage and finding customers who share similar values, visit our post on competitive advantage.  Stay tuned for the more blog posts in our branding series!

“We all have lobbies. We all have nice bathrooms. We all give away shampoo. What makes the difference is the perception of value.” Jonathan Tisch, President and CEO of Loews Hotel

When choosing a hotel, the customer’s perception of the hotel’s value is one of the largest determining factors in their decision-making. Through branding and integrated marketing communications, how can we help customers see the value of our hotels? Google, who facilitate countless number of hotel search queries are becoming increasingly relevant in how customers perceive hotel value.

Here are the top ways that Google is transforming the industry.

1. Inclusion of prices in Google Maps

Currently in a testing phase available only for English search results within the US, Google Maps now includes hotel price listings in their search results. This service will also grow to include prices listed on the maps themselves both in the inlayed map on the page, and in both traditional Google and Google Map searches.

With Google also pulling customer review information from leading third party travel sites, customers must make a quick value judgment based on hotel name, price, location, number of stars, and the one review included (as demonstrated in the picture below). Paid advertising on Google, also gives the Holiday Inn presence on the first search page, whereas they would normally only be found on the fourth page of the organic search results.

When this service expands worldwide, how will your hotel or hotel chain’s value be perceived?

2. Google’s purchase of ITA Software

Earlier in July of this year, Google purchased ITA, a leading provider of flight and airline data, for $700 million. Recognizing that information is power, ITA provides leading software solutions including a passenger reservation management system, an airfare pricing and shopping solution, an online travel booking engine and an advanced airline shopping mobile application. Google, the proud owner of these highly coveted services, is clearly preparing to move into online travel business. It seems as though its first interest will be in helping consumers find cheaper flights and better schedules, but rest assured hotel booking and pricing will be next.

In preparation for this shift, how do Google’s algorithms currently value your websites?

3. Google Maps- Not just for directions anymore

According to a case study released by Google and InterContinental Hotel Group (IHG), one of the world’s largest hotel companies, the hotel chain’s conversion rates increased 35% immediately following the implementation of Google Maps’ API onto their websites. This integration allowed customers to not only locate the properties on an interactive map, but to search nearby, search directions, and it gave potential customers access to any additional information they needed. Not only do customers spend one minute longer on search engine pages with maps, but visitors are 10% more likely to book a hotel stay if they are able to interact with a map on the hotel’s page.

Adding interactive maps to your website (à la Google) greatly increases the customers’ ease of booking, increasing the perceived value of your hotels to potential and current customers.

4. ExpediaHotelView

Expedia has teamed up with Google Maps and Google Street View to offer web browsers a new online search experience. ExpediaHotelView is currently being tested in the UK, and allows customers to search for a location or hotel, and view all the results on a map. The map provides information including Google street view, pictures, and results from Google’s organic search. This new online service will also allow potential customers to view hotel availability.

How will your audience find you on ExpediaHotelView?

As Google further develops these products and services, it is important to understand how potential and current customers will perceive your brand’s value as they search to find the perfect mix of amenities, location, price and familiarity.

Writing search engine copy can feel like a minefield. Get it right and your site will attract new customers via search engines and increase sales. Get it wrong and new customers simply won’t find you. The good news is, there are some simple things you can do that will make all the difference.

Web copywriting tips

Know your audience
If you have a clear picture of who you’re talking to, it’s far easier to pitch the tone and type of information at the right level. Create a mental image of your target customer, then imagine you’re talking directly to them.

Keep it short and sweet
The first couple of sentences are crucial. In a web environment, you’re competing with a never ending supply of information, so you’ve got to grab people’s attention from the outset. Make them really relevant, so that your reader knows what you have to say is what they want to read. Then, once you’ve got their attention, you’ve got to keep it. Keep sentences and paragraphs short and to the point. Web audiences need relevant information quickly. Assume that your audience has a limited amount of time to hear what you have to say.

Remember, once your site is up and running, it’s important to monitor and analyse its performance, so that you can make improvements where necessary. It’s also crucial to regularly update your content, as the search engines begin to ignore pages that aren’t updated regularly. Users want to know your site is kept up-to-date and see fresh, innovative content, so be sure to provide them with it to keep them coming back.

Achieving good Google rankings is only half the battle. The web is a competitive environment, so once you’ve got good rankings for your key phrases, you need to make sure you keep them.

We’ve had an exciting few months at MTD! We’ve worked tirelessly to complete the suite of Four Pillars Hotels websites and now, at last, they’re finished, live and looking fabulous!

Because the sites are so extensive and we’ve been involved throughout the whole process, from the initial planning meeting to the launch of the final site, it’s given us the opportunity to bring all our web-know how and best practice together to create a suite of really comprehensive websites.

The sites have also enabled us to implement some nifty new bespoke technology, such as being able to share particular types of content across multiple sites with just a couple of mouse clicks.

As well as the fabulous back-end (excuse the pun!) the front-end is also slick, well thought-out and very user-friendly. See for yourself. Go to www.four-pillars.co.uk, check out the website and bag yourself a bargain summer break!

For those of you who remember our old website, you’ll remember that it needed revamping for various reasons. Our new site is fresher, more dynamic, feature laden, and content managed. But perhaps more important than any of those, it’s much more findable in Google.

When we compare the old and new site, we find a dramatic increase in search engine traffic. For example, in the four weeks from November 5th to 30th 2007, the old site attracted 174 hits via key-phrase searches. In a similar four-week period between November 3rd and 28th 2008, the new site welcomed 729 hits. That reveals a whopping 419% increase in organic search traffic.

The old and new websites both benefit from a strong bank of inbound links, so how have we achieved this large traffic increase? The answer is very straightforward, it’s down to great content and best practice SEO. Our case studies, news items, industry news, articles, blog and general pages all contain content which is relevant to a very wide range of marketing related search phrases.

Of course this all takes hard work, intelligence and know-how to get right, but the fundamental principles are simple. If you want the same success for your business, why not get in touch?