How much branding is too much?
Every time we meet with a client whether they are new or old, we always discuss their keyword targets and their online branding as it exists. The error that seems to consistently crop up is when you try and be to precise with your targets. Branding is a great marketing tool and to be easily and quickly recognizable is great, but there is such a thing as going too far. I’m going to use a tire shop as an example of how branding, while great, can quickly go bad as well.
As the shop owner of ABC Tires you need customers to keep your doors open and you need to market yourself to get those customers. You could go with print, radio, television or online, but you need to pick one. Having the specialty line 123-Z, is a great way to help pull in organic traffic online, as you can build pages and content and optimize them so that they can climb the results pages until you’re at the top. When you start to see that increased attention from a brand, and you push all of your focus into it is where you’ll actually find your shop starting to flounder in it’s use. At the core you are not a 123-Z sales outlet, you’re a tire shop and that is the marketing and branding image that needs to be stressed, not a single inventory item.
We have had clients see growth and traction on a specific set of keywords, and have tried to push hard into marketing onto those specific terms. Having a target to aim for is great for our use, because it allows us to tailor your online marketing campaign for your goals. But it can quickly get out of hand if all of the content and design starts to reflect only a single term. Diversity in your keyterms and in your marketing is vastly important, as you can actually lose traffic and conversions by being to exacting. You can’t see the forest through the trees if you focus only on your branded terms because they get the most conversions. While you want to be the first site that shows up for your company’s names in Google SERPs, you also want to be present for other search queries. Don’t be afraid to diversify your keyword strategy – you might find that with a few tweaks to your keyword strategy that a whole new world of customers lies just beyond the search engines, looking for you and what you have to offer.
The Federal Trade Commission recently issued a warning to the major search engines requesting that they more clearly distinguish between the organic results and paid ads. This applies not only to traditional search engines, but also social media outlets, such as Twitter and Facebook, as well as mobile apps.
The FTC’s warning to search engines should be a wake-up call to the search marketing industry. The days of playing fast and loose with mixed paid and organic search results on search engine results pages (SERPs) appears to be coming to an end. In its place will be more stringent oversight of how search engines display paid search results and, as a result, more cumbersome and potentially onerous restrictions on what search marketing can and cannot do with their campaigns.
What are the potential implications for marketers of this new guidance? What do search marketers need to do now to begin adjusting for these changes?
It is unclear at this point the extent that each search engine will address this request, but it is expected that minor changes to the way paid ads are identified will ensue to avoid possible FTC action.
These changes, however, can impact the efforts of search engine marketers, as they will potentially need to make more drastic modifications to their search engine marketing efforts.
Here are some potential effects that the FTC’s warning will have on marketers:
Further Real-Estate Limitations
Clarifying the difference between paid and organic search listings can potentially limit the space available to both organic and paid listings. This means that either fewer results will be able to display “above the fold” without scrolling, or the character limits within each result will be reduced.
If the number of results above the fold is decreased, achieving an above-the-fold listing will be even more competitive. Businesses will be competing heavily for top placement and more of an investment will be needed to generate current levels of volume.
In the case of character limits being reduced within each result, businesses will need to update their online messaging to get their point across in less space. Paid ad titles and ad copy will likely have to be updated to fit within new limits and titles, and meta descriptions of organic mobile pages will need to be shortened to avoid being truncated when listed.
More Strategic Mobile Targeting
Paid search targeted to mobile devices is one of the fastest-growing digital marketing channels and is playing a bigger role in how consumers find products and services. The implications of the FTC warning on mobile paid search could have a big impact on how these ads are displayed. Mobile search real estate, because of the size of mobile browsers, is already very limited.
What marketers will need to pay close attention to is how they segment their mobile targeting by device type. For example, the difference in the amount of SERP real estate between tablets and smartphones is likely to increase. Targeting and bidding strategies will need to vary per device to be most efficient.
Changes to Voice-Activated Search Services
Another implication specific to mobile search is brought on by the request relating to voice-activated search results. The FTC’s warning extends to services such as Apple’s Siri and Samsung’s S-Voice. The FTC has requested that when a voice search is executed, an audio disclosure should be made to identify paid advertising. This could potentially deter users from those paid ads, making the organic listings more valuable.
Marketers must keep a close eye on search engine results and take note of any changes that occur. When used correctly and responsibly, paid search marketing can provide a tremendous benefit to brands’ online marketing and customer acquisition strategies. But in light of the FTC’s letter, the days of deceptive paid search tactics are coming to an end. That will benefit both consumers and marketers in the long run.
Social Media for some small businesses especially with small budgets struggle in todays market, well we may have found the answer, Social Outbreak.
This new program is aimed at any business who firstly would love a customized page on Facebook, Twitter or Youtube, and secondly they can do this at a fraction of the price most company’s charge to look after social media channels for you.
Content, this is most peoples worry, not a problem, feeds are available in different catogories for you to use so your facebook & twitter pages are kept up to date with fresh content. A user friendly admin panel gets you up and running with very little effort and should you get a problem, live help is available, all this for $100 a month.
Members get videos, webinars and a bag full of goodies to promote your new pages, you can even earn a few dollars by recommending it to your friends.
Is the revolution beginning? Check it out or Join Today and start getting seen on the biggest networks online.
Branding, it’s what makes your business and it’s purposes widely known, usually by mention of name and reputation only. It’s like when someone mentions the name Pepsi, or Coca Cola, you know immediately what is being talked about and can picture the products.
There’s a bit of a razing argument going around lately about how if you’re a “real brand” that you shouldn’t, or won’t have to worry about the search engines. The argument is basically online shoppers don’t search for brands nearly as often as they Google generic categories and phrases. Which is somewhat true, and the article goes on to argue that ‘everybody’ automatically knows that Amazon sells online books and knows that eBay is the number one online auction site. The problem with this argument, is that the average online user doesn’t strictly use a search engine to search for a single term. Most of the time users are searching for an article or they’ve seen a product or service which they want to research.
Even when a user is searching for a specific brand name or service, it’s typically typed directly into a search engine to quickly find their desired destination. It’s a fallacy to think that the only time a person uses a search engine is when they have no idea what they’re looking for. Small business, large business, branded and not branded all need to recognize that search engine optimization is more and more becoming a required marketing tool. To believe that your company, name and brand will be easily found online only because of your brand, is a misinformed position, typically trumpeted by old media advertisers. Do not get trapped in the idea that your name, your brand and your company are too big to fail in search, because more often than not it’s the little guys who rank better than the brands because they embrace the high return on investment where search is concerned.
Money is a great thing, it’s needed for pretty much everything you need or want in this world. There are times to save money, and there are times to spend it. With the new year still fresh, now is the time to spend on your online presence so you can make 2012 your best earning year to date.
Search engine optimization is, for some odd reason, still a largely overlooked advertising expenditure. The internet is the ultimate store front, it never rests, and is always waiting to bring customers to your doors. It takes time, patience, an understanding of your current website and traffic, and what your ultimate goals are to even begin to craft an SEO campaign to implement.
There’s no ‘one size fits all’ version of optimization, as each and every client and website has it’s own unique set of problems. When you’re in the market for SEO, you need to bear that point in mind. If you’re searching for someone truly qualified in the area, there’s a very high chance they won’t have pre-packaged services for you to choose from. There are really 2 main steps when you’re hammering out the details of your costs associated with search engine optimization. The first, and one which affects your cost, is what is it that you’re trying to achieve and what key terms are you interested in. If you’re looking to rule the SERPs on a term which returns tens of millions of pages, your contract will have a steeper cost as opposed to a more niche market. The second step is where the compromising comes into play where terms are concerned.
Working as an SEO, we see the web a bit different than other people do. I know I haven’t browsed or used the internet the same way since I’ve began. Sometimes the keyterms clients choose need some adjustment, and through discussion we decide which route to pursue. It can mean the difference of a page 1 ranking, or a difference of a few thousand dollars in the term of a contract. Our goal in the end, is to bring you all the traffic you can convert, are you ready for the 2012 rush?
There has been blogs written many times about the cost of SEO and about how the return on investment is one of the highest in the marketing industry, there are times when optimization is just not in the budget. Whether you’re a brand new business with little to no marketing capital, or perhaps an aging business that needs to completely rework your advertising and marketing campaigns. Don’t fret however if you can’t pour vast amounts of money into organic SEO, there are still a couple of tricks you can do which can at least help you in your local marketplace.
First off, if you have a business, then you’ll have a name for it. There are a few free avenues you can explore to begin promoting yourself to your local area and if done right, your name will spread. Facebook, while primarily a social location for friends and families also has their own business listings. Instead of creating a personal profile, you create a business page with which you can begin to share information with your customers and clients in an open format. Within Facebook as well, you can use paid advertisements which will display on profiles which are interested in your business. Pre-qualified traffic can go a long way to helping your bottom line. The ad placements within Facebook do have a cost however, but the page listing does not.
Also tieing in with the free angle, using a Twitter account can be a creative way to send out advertisements for flash sales or discounts to your subscribers. Frequently updating your sales or hosting a conversation in your stream is a free way to generate buzz about your business and your products.
If you find that the information you need or want to share with your customers is too long for Twitter, having a branded blog is a great step forward to get the word out. Use your blog to promote new products which need a description, or a place to layout the details of an upcoming contest or sale. A blog is a free, simple way to get stories out to your current and future customer base.
Continuing in the realm of free, be sure to also create your Google Places page. Creating a quality page with all of your relevant location and contact information can place you within the organic search listings should you be part of the search terms entered. The Places pages are displayed just as the Google Maps listings used to be, typically at the top of the organic listings with their identifiable red arrow markings.
Those are only a handful of the free local advertising tools you can use as a business owner. When you’ve generated the traffic and are starting to improve your bottom line that’s when it’s time to take the plunge and invest in a quality built website and start building your brand on a wider scale.
What is a domain name worth? well the average price of a .COM domain name is $2,595, according to a study released last week that analyzed 10,608 domain sales during the first quarter of 2011.
Buy your Domain Today
This could be pretty useful information for digital marketers out there to work into their budgets, but more importantly, they should look at the overall value that a domain provides because the return on investment can be fairly substantial.
Domain names are a pretty basic tool in the digital marketer’s arsenal and should be a main component of any campaign, brand management strategy, product marketing strategy, or even an SEO strategy. However, their importance is often overlooked and can sometimes be cast aside due to the sticker shock of how much the right name costs.
Domains have been sold for $13 and for $13 million, but if you consider the average price, it’s a reasonable investment in the grand scheme of a marketing budget. To put it in a brick-and-mortar perspective that most anyone can understand, $2,600 is roughly the cost of a vinyl sign or display booth, making it a very reasonable investment for most companies.
Another thing to remember is that a domain is an investment, The money you spend upfront on a domain will pay dividends in the traffic it helps generate, but it’s also an asset that will appreciate in value over time. According to the same market study that benchmarks domain transactions, the average price of a .COM increased 9 percent from the first quarter of 2010 to the first quarter of 2011.
We often take domains for granted because they’ve become a part of every day life, but they’re a valuable tool for driving traffic, and in the end, that’s what it’s all about. Short and memorable domains can make your site easier to find for new and returning customers; keyword domains can improve SEO and reduce the money you spend on SEM; domains that define a category can capture natural type-in traffic. With the right strategy, domains prove their value many times over.
You only get one domain name, when it’s gone, it’s gone. Securing your business or personal domain name should be one of the first things you do online for Branding, Marketing & Sales.
If you require help securing a domain name for your business or to check out our stable of branded domains, call us today 1.866.259.2483 or drop us a line, we would be happy to help.
Major companies from Nestle to Ford are increasing the proportion of their ad spend on the Internet to the detriment of traditional press ads and big ad agencies are scrambling to evolve.
The changes have given birth to a slew of tech start-ups trying to come up with more sophisticated ways to match ads to consumers, often with sophisticated data mining techniques and algorithms.
While traditional advertising groups jostled for awards at a recent annual industry gathering in Cannes, the year’s biggest star was a newcomer to the beaches: the social network Facebook.
The company has gone from nowhere a few years ago to become the biggest single seller of online display advertising in the United States with more than $2 billion in revenues this year, according to research firm eMarketer.
“If I have a good experience with a brand I’ll tell a person offline — I might tell my friend — but if I do it on Facebook the average person is telling 130 people,” said Facebook Chief Operating Officer Sheryl Sandberg.
Gene Simmons was in Winnipeg last night on his speaking tour, and we even gave him the key to the city! Before he came to town however, he’d given an interview which touched on a very important business point. The KISS frontman is entirely self made and merchandised the group to super stardom, so it’s safe to assume he knows a thing or two about making a buck.
In a quick interview he made a very important business point, one which all business owners new and old, need to take heed of. “..everybody is really in the same business: The fame business. You have to make your name mean something and people have to recognize your name is synonymous with quality. Your name and your story should precede you.” His response is exactly what we’ve been trying to tell clients old and prospective in the search game, you need to begin branding yesterday because the world is changing today. When you have quality products or services, your name should be on the lips of those in your niche without a hesitation and you should be found online with a simple search of your brand.
Even Google is getting in on the brand band wagon so to speak. Recently images and reports have cropped up on a change to the way the SERPs are being displayed. Typically your title is in blue with a snippet of information and your website url is displayed on the bottom in green. Lately however, Google has been playing with the idea of displaying on the brand name of the result; displaying Facebook instead of http://www.facebook.com as an example.
The time to make your brand is now and the time to make your brand known is now. Making your company brand name synonymous with quality, integrity and worth can carry your company to great success. Or you can sit on a dated website with your yellow pages ads and radio spots, and wonder why the new guy in town is making it rich while your customers slowly flit away.
There’s a million and one ways to make yourself found online, local, mobile, social, organic, ppc and within each of these there are countless other methods to work on. Let’s start with the assumption that you’ve followed all of the best practices when it comes to building your website.
You’ve used CSS and XML to create a uniform and attractive look. Used even simple things such as a doctype to tell your browser what it is that it’s reading. Creative, compelling content with a strong call to action which drives your visitors to buy your product, sign up for your news letter or forum and continue visiting your pages. Your images are tagged, your categories are tagged, you’ve worked hard at being the best in your niche market and are steadily enjoying the growing fruits of your labor. And then you learn, there is more which you can do to increase your traffic flow, visibility and as a result, improve your bottom line.
There’s always more which can be done in marketing yourself online, more steps which you can take to become more visible. That step you’ve taken to tag all of your images on your website properly? Congratulations, by taking a very simple step you’ve helped increase your visibility in the image searchs in both Bing and Google. With properly tagged and titled images, it helps your customers reach your site when you have clear pictures for your product to be seen.
Another strong step is issuing news about your company consistently. Whether you’ve closed that massive new merger which will allow you to double production or support, or even if all you’ve done is decided to hold a spring cleaning sale. It’s important to remain active in the eyes of your customer. This is where a blog is an amazing tool for your business, both small and large. It’s an ideal space for all of the aforementioned releases, as well as a location for your clients and customers to reply to your posts and even suggest improvements if some are needed in their eyes.
If you’ve cornered your niche market, and created your very own brand image offline, it’s extremely important to continue that leverage online. As an example, it wouldn’t do Pepsi or Coca-Cola any good to have direct queries for their brand name, direct users to competitors websites. It’s lost revenue and a lost avenue for income.
And if you provide a product or a service which has many steps or intricacies, it only helps your case to develop your very own how to pages on your website. If you provide a specific style of door knocker as an example, providing clear and concise directions on your website on how to install and care for your product can help instantly transform a curious searcher, into a new customer.