Standing Out and Building a Brand Online

Dear Dr. Bruce: I have a new, Web-based business selling men’s clothing. What is the best way to increase site traffic and build my brand online?

With thousands of online businesses, it can be difficult to stand out from the competition and build a brand. According to Dr. Dhavid Cooper, FramesDirect.com Co-founder, there are several ways to increase site traffic and brand awareness:

Selection and Price

Regardless of whether you sell men’s clothing, eyewear (as is the case with FramesDirect.com) or any other product, it’s essential to give your customers want they want. Research your target market and understand them. Know what they are looking for and provide a bigger selection of products than the competition…at fair prices.

Credibility

Large marketing budgets from the competition can be intimidating to any new business owner. But you don’t need a large amount of money to build awareness.

Instead, focus on the quality you provide and how you provide it. You need to let people know you are a credible business. To do so, it is important to list good testimonials on your site and have high grades with industry associations, local business groups, rating sites, and more.

You’ll also want to provide information about your company leaders including why they started the business and their expertise in the field. If you can get some local media venues to write about your business, you’ll receive third-party credibility you simply can’t buy.

By showing your customers the experts behind the business, how you operate and what others have to say about your products, you’ll increase credibility. People want to do business with people they trust.

Customer Service

Listening to your customers and providing high quality service is a major part of building brand awareness and positive word-of-mouth. But it can be easy to forget.

Always focus on how you are treating your customers. Ensure they can get your products and services quickly, easily and at a fair price. If they have questions, make it simple for them to talk to one of your representatives within seconds.

Build Brand Awareness with Basic Business Services

While it’s wise to use traditional marketing tools to increase awareness (social media, direct mail, SEO, etc.), having a successful online business depends on the basics — offer your target market a large selection of quality products they want at fair prices and in an easy way. Provide information about the expertise behind your business, testimonials, and competent 24/7 customer service representatives, and you’ll see your brand grow quickly and cost-effectively.

For further information, lease visit www.framesdirect.com.

E-mail questions to Bruce@Smallbusinessprofessor.com.

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