By coordinating your content and brand, you’ll create a strong unified front to your online marketing efforts.

As we stated in previous videos, your online marketing strategy consists of 3 structure components, your website, email marketing and social media. These parts will carry your content.

As you develop your content strategy, initially think of your content independently of your structure. First develop your overall message, then deliver a coordinated message across all three areas - website, email, and social media - as a campaign.

For example, say you have a seasonal promotion. You initially develop your message and graphics, then you can upload a slide on the home page of your website, that matches your email promotion and facebook post. By coordinating each part, you maximize your reach and investment. Because different people favor different mediums, the better the odds you'll deliver your message.

In addition, because each part is consistently branded, your message makes an overall professional impression. We have an expression we use when we create brands, it called ”fake it till ya make it.” It comes from the observation that a quite often you're pre-judged by how your business appears. Sometimes the only impression people have of your business is your website, email or facebook.

By delivering a professional coordinated presentation, your potential client will assume that the business behind it is well organized and credible. They're more likely to extend trust than a business with a poorly presented one. And once you’re given that trust and deliver, you develop relationships that reinforce that initial impression.

As the famous brand designer Raymond Lowey once said, "between two products equal in price, quality and function, the better looking one will outsell the other."

By coordinating your content and brand, you’ll create a strong unified front to your online marketing efforts.
_____

That concludes the Fourth C "Coordinate" in the 7 part series - Grow sales through the 7c's. How to build an effective Online Marketing Program.