The driver for capturing direct sales and targeted leads online is through search engine marketing and content distribution.

Once you have attracted a customer, the opportunity now is to develop a competitive advantage by creating a Brand Relationship. A Brand Relationship must convey certain characteristics such as trust, dependability, passion, caring, and respect--much like personal relationships.

The web and email have significantly expanded the capacity for companies to nurture Brand Relationships with the access to, and delivery of, newsletters, alerts, promotions, exclusive product releases, coupons, free updates, catalogs, recipes, customer service, and much more.

Brand Loyalty is the crown jewel achievement of marketing. Brand Loyalty occurs when clients or customers of a brand are committed to repurchasing or recommending the brand to others.

Visibility of Brand Loyalty influences prospects and spikes sales.

Brand Loyalty allows a company to focus on business retention rather than business development.

Brand Loyalty online can appear in many forms: impromptu celebrity endorsements in the news, extraordinary product review submissions on the shopping aggregators, raving testimonials on message boards, or rousing ovations on blogs.

So what do you do with instances of Brand Loyalty? When appropriate, highlight them in press releases, promote them on blogs, and reward! Loyalty Reward programs are popping up everywhere and loyal customers appreciate them.

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