Articles in The 'branding' Tag

July 5 2012

Audience Is Everything: Creating Effective Blog Posts

by Lauren Owens

If you’re reading this, you probably have a business, and it probably has a blog. Like many business owners, you most likely see your blog as just another way to bring more eyeballs to your website, and by extension, more customers to your company. But that’s just the beginning.

More than anything, your blog adds value for your customers and credibility for your brand. So if you’re simply writing for search engines, you’re missing the biggest and most important aspect of blogging — reaching people.

So, before you think about what keyword you want to optimize for, think about the types of people you want to attract. What kinds of things are important to them? More importantly, how can you add value to their lives while establishing your business as an authority?

Asking yourself these questions will likely take you down new avenues in terms of blog topics and social media content. It will also increase the likelihood that you’ll bring in qualified traffic, and have a better chance of converting that traffic into sales.

Even better, you can begin to cultivate a relationship with your customer base — one that will last far beyond any single immediate need.

March 3 2011

Do They Know Your Name? The Case for Branding

by Katherine Bennett

Many companies are focused on their ROI goals. They want to know how much they are getting in return for every dollar they spend. It is good for companies to want to have good metrics, but not at the expense of getting their branding message to the public.

Branding is important for every business. A company can have the best product in the world, but if no one knows who they are, it is to no avail. In the world of online marketing, there are several ways for businesses to brand themselves. Content targeting is a great way to convey a message to the public. A content campaign can be set up that allows a company’s ads to show when people are browsing different sites that are related to what the company does. For example, let’s say Company A has a local dry cleaning business and they are running a geo-targeted content campaign related to dry cleaning and how to clean delicate clothes. As a local searcher goes online to research how to get a stain out of a delicate shirt, they see an ad by Company A. The ad gets their attention, but they don’t click on it. They continue to do their research on stain removal and after a few days of research they decide that they are better off going to a local dry cleaner. As they do a search for local dry cleaners, an ad for Company A appears. They remember that they have seen an ad for Company A before and they decide to click on the ad. As they browse Company A’s website they decide to try them. If Company A hadn’t been running branding ads on the content network, they might have lost that sale. In this case, the content ad didn’t get the credit for the sale, but Company A did receive profits from it even though there was no visible action trail.

Running branding campaigns helps people to know that your business is out there. One fact that businesses seem to miss is that just because they have a website or a store front, doesn’t mean that people know your company exists.

Another tactic is to bid on competitor’s names. Many times people may know who your competitor is, but they may not know about your company. If a company continually bids on a competitor’s name, they have an opportunity to get their name out there and also to garner some of the business of their competitors. It may not produce instant gratification, but it has shown to be effective. Think about it. When you switched car insurance companies or tried a new breakfast place, who was the first company that came to mind? More than likely, it was the company that kept appearing in front of your face, long before you ever thought of leaving the car insurance company or the breakfast place that you currently frequent.

August 25 2010

Bidding On Your Branded Keywords Is Essential

by Andrew Wetzler

What would your temperament be if one of your direct competitors stood just outside of your office and started promoting their services to people who were coming into your location? I doubt that you would invite them inside for tea and muffins.

That said, how would you feel about competitors who are bidding on the name of your company or your branded keywords in the sponsored results? They may not physically be at your doorstep, but this is worse, as they can man the post 24 x 7 if they so choose.

The fact is that Google AdWords now allows companies to bid on the name and branded keywords of competitors. You can’t actually mention the other company in your ad title or ad copy, but competitors can be visible for searches for your most important keywords.

With this in mind, it’s essential that you devote the resources to both track who (if anyone) is bidding on your branded terms and also devise a strategy to both ensure that you maintain a strong presence on your branded terms and also possibly bid on your competitors. Don’t make the common mistake of complacency. Protect your branded search results by developing branding campaigns so as not be overtaken by your competition.

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