Caliber Pulse

Trends, tips and data for your marketing, public relations and social media strategies written by the experts at The Caliber Group, a firm based in Tucson, Arizona that's specializing in building and maintaining successful brands, relationships and reputations

Build and Enhance Your Brand Online

36608528If you’re not online, your business is sooo last decade.

Entire generations have now grown up without having to open a phone book. They know they can get the same information – plus a summary of the business, perhaps some photos, customer reviews and ratings – quicker and more conveniently online.

Nearly one out of every three Pima County residents is between the ages of 10 and 34. You can’t afford to ignore that many would-be customers. Here are some simple steps you can take to capitalize on the Web.

Introduce your business online. If your business doesn’t have a Web site, build one. A Web site advertises your business 24 hours a day, seven days a week. It costs on average between $25 and $300 a year for a registrar to host your domain name. Where else can you get that kind of exposure for that price?

Capture an online audience. Interactive marketing has become a specialization that commands high prices. But there are things you can do to maximize visits to your site without paying an expert to help direct Web traffic to your company. Focus on your company’s mailing lists, providing customers with your Web address via signs, business cards, promotional fliers, holiday cards, promotional gifts, etc.

Maximize your ROI online. Search engine optimization is a Web marketing strategy that is best performed by those with proven results. There are things you can do yourself to boost your Web site’s visibility when people are searching for your products or services.

  • Make sure you use META tags. These include title, description and keyword tags in your HTML code.
  • Create a linking strategy that includes inbound links to your website.
  • Make sure you’re listed in all relevant and free directories.
  • Refresh your Web site regularly. Give people a good reason to keep coming back – more information, new products, promotions.
  • Offer an RSS link so interested customers can opt for e-mail or text notifications every time you post something new to your site.

Get listed. There’s a plethora of free directories on the Web, make sure you’re listed in the relevant ones. Check out the paid-for sites, too. It might be a good idea to go ahead and pay for a listing to get your company’s site on the front page to help you get started. Try Google Adwords,, or

Redirect stray consumers. How many times have you typed in a Web address incorrectly only to be directed to a Web site for Russian mail-order brides? We’re human. We make typos. Anticipate your customers’ frailty and buy domain names for your company’s name – as it is misspelled. Purchase those addresses and redirect them to your company’s Home Page.

January 14, 2009 - Posted by | Branding, Internet Marketing | , ,

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