Online Brand Management Strategies

This site is devoted to helping branding managers with their online branding management efforts. Here is a breakdown of what you’ll learn about . . .

How to Monitor Your Brand Online
There are many free ways to monitor what people are saying about your brand online. And there are plenty of free web analytic tools available to help you analyze the data. Learn how to track what people are saying about your brand and/or products online with these online brand monitoring strategies.

How to Protect Your Brand Online
Online Brand Managers need to know how to protect their brand within search results. And they need to know when and how to respond appropriately. Find out everything you should know about online brand protection strategies and best practices for online reputation management.

Social Media Management Strategies
As you know, a vast majority of web users in the United States receive advice and information about various brands and products by tapping into their online social networks. Learn how companies are using social networking to improve their brand’s image — and find out about best practices for social media management.

Search Engine Optimization Tips for Brand Managers
Search Engine Optimization (SEO) is an important strategy used by professional online brand managers. The more optimized branded content online, the less chance that other websites will show up for the keyword phrases that are important to you. Learn the nuts and bolts of search engine optimization.

10 Ways to Improve Your Website’s Credibility

It’s difficult to establish credibility on the web. And it’s especially difficult when your website is brand new. So where do you start?

Well, I’m a huge fan of B.J. Fogg’s work at Stanford University. He’s been researching web credibility for quite a while, and wrote an excellent book, entitled “Persuasive Technologies.”

In his seventh chapter, Fogg explains what contributes to a website’s credibility.

Here are 10 key elements based on Fogg’s research:

1. The site has proven useful to you before.
One of the best ways to establish credibility is to write useful content. If the content is useful, then it establishes some trust with the user. This means the next time the vistor sees your site, there’s a perceived trust that you are offering helpful information.

2. The site is linked to by a site you think is believable.
Links from quality sites are essential to establishing trust with people and search engines. It’s more difficult to attract links when you’re a brand new site, but if you focus on writing useful content, the links will eventually come. Just be patient.

3. The site has been updated since your last visit.
Regular updates not only establish trust and credibility with people, but it attracts more visits from search engine spiders.

4. The site looks professionally designed.
This advice is somewhat subjective, but it makes sense that a professionally designed website will improve perceived credibility.

5. The site is arranged in a way that makes sense to you.
Simple navigation is essential throughout your site. Check out “Don’t Make Me Think” for ways to improve your site design.

6. Site lists author’s credentials.
It’s important for authors to list their credentials. It helps your visitor understand your background and education.

7. The site has search capabilities
This advice was surprising to me, but research has shown that adding a search component to your site adds credibility. I think this is true because a search function makes navigation much easier for the user.

8. Site provides quick responses to customer service questions
Even though this advice seems more fit for an online retail store, it also applies to anyone else trying to establish credibility. If you receive an email, try to email the person back quickly. It shows you care about your visitors, and you’re eager to help.

9. Site has articles and lists citations and references
It’s important to cite your sources and reference quality sites whenever possible. It shows your visitors what sites you value, and what sites you think are worthy of their time.

10. Avoid errors of all types.
This includes spelling, grammar, and dead links. Make sure all your links work, and double check your spelling and grammar prior to publishing any content.

For more information, check out Stanford’s Guidelines for Web Credibility.