The construction of web awareness is the crux of a marketing strategy. Most marketing efforts are directed to this very important stage, or at least so it should be.
My professor of Digital Marketing Dave Chaffey (IDM – London) has spent many hours of lessons to get me in the head how important but also difficult to build its brand in the new so called marketing.
Let’s see how to make your brand “strong” through search marketing.
We can divide the stages of this work into four main sections. Vediamole one by one:
pay per click：
The pay per click is often used incorrectly to achieve only short-term goals: traffic and conversions. Especially in this time of financial crisis and recession, I noticed that many companies have reduced the budget aimed at reducing Web Marketing especially the keyword bidding for more generic (those used to make branding).
Anyone who has studied marketing knows that in reality the true value of their business lies in the value of the brand. A strong brand is critical to ensure its future and to increase still further the value of the company.
Through paid search (especially adwords) should buy keywords that are part of our business are associated with the ads that contain the brand communication and a “strong”. Different groups should be created so as to divide as much as possible depending on our market.
Not too much to take the cost for conversion of these ad groups. This study mainly to associate its image in certain areas. The keyword that you buy do not have to be too general or broad. There you have to do the usual questions that are in the marketing plan: “What differentiates me from my competitors?” “What are my strengths?” and then “What and how I want to communicate?” Here is an invented case study:
I have a company that sells vacuum cleaners. The first thing you should do is what differentiates me from my competitors and what are my strengths. Then I have to ask what I want to communicate to my target audience. Sell vacuum cleaner very cheap and can be distinguished in addition to the price for the fact that they consume little and are lightweight. Once the reasoning we are going to create our group turned to the branding.
In our case we can create different groups. One could for example be a group addressed to whether the product. Keyword Some could be “economic vacuum cleaners, low-price vacuum cleaners, vacuum cleaners best price …”. Ads should include the brand and a strong message to the effect that so remind me. For example: Pinco Pallino sells vacuum cleaners at the lowest prices on the web.
Another group may be targeted for example to light: “light vacuum cleaners, vacuum cleaner light …” and so forth. The ad must communicate and to remember the name of the brand as well as the “lightweight vacuum cleaners”
We can also create a much more generic, with very broad keyword like “vacuum cleaners”. This allows users to join the brand as keyword. Attention to prices. In order not to spend capital to decide to invest only a small daily budget on groups and especially the general use of the function. Some times are better than others to appear, depending on the market.
Important is the landing page, even at branding. I personally advise you not to use the Home in these campaigns, but pages designed specifically for branding and communicating something powerful.
The same thing you do with more banners, and video using the visual effect: color, slogan, logo. The visual memory is crucial in marketing and should be exploited even with the paid search through the various networks available (adwords, Yahoo! Search Marketing).
Organic Search
This is one of my favorites. There are very few in Italy, marketer and therefore companies who work on building the brand through organic search. Probably because the message you pass may seem less obvious. But it is not.
One study showed that 41% of users think that sites that appear at the top of search engines are the leader in its niche market. We need to play with this “ignorance of the less experienced users of the Internet.” Ignorance in the sense not of course offensive. It ‘important to be up there, especially with the keywords mentioned above. Probably not the ones that concern us in terms of conversion, but are essential for branding. The metadescription be optimized to best just like you when you create an ad on Adwords. We need to impress and be remembered!
One strategy would be to create special content for this purpose. Always keep in mind the 4 P of marketing (Product, Price, Place, Promotion). Displace your competitor, raising your strengths. It may be in the product, service, but also in the price or the fact that it is a good or service for only a certain niche. The tests are essential. The Search Marketing always follows the rules of the old marketing.
Course content that are created for this purpose should be driven with a good link building campaign, being always attentive to the keyword anchor used. Also help the growth of the brand.
Blogging and Video
The blog is one of the best tools to strengthen its brand. E ‘a way to be able to differentiate. Use this to make it clear to your users who are the real experts in your field. This must be a source of direct communication to your target audience. Use it to listen (via the comments). The blog is typically easier to place, especially if they are updated frequently. Can bring much traffic from the Natural Search and if I used the weapon may be more. The Video is just as important, often used with the blog. To make you understand what I am talking about do you see this wonderful advertising campaign of a famous American company that manufactures and sells a product boring. The blender. Through a blog and videos have made the product attractive and shot a thousand of their brand awareness. They have surprised everyone in america and remember them. Especially those looking for a mixer. Watch the website / blog dedicated to their brand building: Will It Blend?
Social Media
Could not miss the latest arrival, but now always cornerstone of search marketing. The Social Media. The first trick is simple: be there! What seems to be little, but I assure you that companies that exploit social media for branding are very few.
Decide what are the sites on which to be depending on your market. Create groups, participate, ask to see. The social media is a big square with many people and stalls. Strategies on how to act may be different. Every market has its opportunities. Use the old rules of marketing, work forever.
For a portion of the budget and your efforts to the Brand Building. E ‘of vital importance, particularly in a time like this where the economy will be out of all the companies “anonymous.”
In the next
