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Harmonizing Branding and Search to Achieve Optimal Results

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View the full recorded webinar at http://bit.ly/12ecGUH. ...

View the full recorded webinar at http://bit.ly/12ecGUH.

Aligning your brand and search marketing strategy is not always easy. Your brand messaging may not agree with the keywords for which you want to rank in search engines; your website design may be beautiful to the eye of the user, but unreadable to Google; or your plan to protect the reputation of your brand may not include a search engine strategy. We all know both branding and search are important in the marketing mix, but they are all too often treated as mutually exclusive. Can the two ever play nice together?

In this webinar, Janet Driscoll Miller, President and CEO at Search Mojo, and Pam Fitzgerald, Founder and Managing Partner at branding and marketing firm The Ivy Group, will describe how to overcome many of these challenges and prove that branding and search really can work together in harmony.

What You Will Learn:
• The basics of branding and how it’s more than just your logo.
• How to create messaging that utilizes your top search keywords while staying true to your brand.
• Best practices for designing a website that is aesthetically pleasing, user-friendly and search engine-friendly.
• How to make sure your brand is protected and represented positively in search engines.

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  • Kari
  • Kari
  • Kari
  • PamNot actually sure what people mean by brandHow did we get here?
  • PamSymbols on cave walls
  • PamBack to the farm and livestockBrand denotesownershipNameLegal status
  • PamIndividuals express themselves often by means of clothes they wear or adorning with tattoosBegin to express character and personalityVisually apparentShorthand
  • PamIn modern times, we can read shorthand with non-verbal cluesWe leverage, in branding, visual accuity of humans
  • PamNote: many example here are consumer brands, but the same applies to all types of brandsA letter alone can denote many messages about name, ownership and legal statusAlso denotes what your expectation should beGolden archesFast foodInexpensiveConvenienceTo nutrition conscious parents, may not seem desirable to childrenMay carry baggage with it
  • PamWe think of brands suggesting an experience and also memoriesDisneyPays attention to the quality of the experienceEvery time they issue new entertainment, they want to know their loyal audience will experience assured:QualityTexture of experience
  • PamSo confident, that they break these rules regularlyThe breaking of the rules becomes the normCommunicates the fun of using the brand and the mutability of the service: no 2 searches are ever alike
  • PamSo confident, that they break these rules regularlyThe breaking of the rules becomes the normCommunicates the fun of using the brand and the mutability of the service: no 2 searches are ever alike
  • PamIn fact, Google is so confident in its brand, it can even hide and be universally recognizableAlso a metaphor because Google is one way of finding your way through the woods
  • PamStrong brands, however, can run into troubleUniversally recognizable brand with large and loyal fan base/followingMisbehavior of individuals in the organization and prospect of lifelong disability has threatened the integrity of this brand
  • JanetFirst, do a poll:Poll: Are you actively monitoring your brand reputation?
  • Janet
  • PamSpoke about three facets of brandingPromise:Things they should rely on when trying to access brandExperience:Things they should rely on when interacting with your brandMemory: Things they take away from experience that they talk about or don’t talk aboutInduces to come back or notThe don’t even have to experience – it could be something that is from a third party (a friend)Example:Great restaurant that has a bad bathroomBeautiful jewelry store, but clerk is rudeWait ½ hour in McDonald’s
  • PamWhat is the brand promise?A commitment to a particular experienceThe strategy and planning to ensure that experience is deliveredPremised on intimate understanding of the customer
  • PamQVC: Quality, Value, ConvenienceTried to emphasize Quality with larger Q in logo
  • PamThey promise quality, value and convenienceLook at the site: BUILDVera Bradley, quality jewelry
  • PamNext we see value
  • Pam
  • PamAnd finally convenience – ease of purchasingThey deliver on the QVC on the website – the experience
  • PamHere’s another example
  • PamThis instance is all about pricePrice is repeated 14 times or more on this page
  • PamTotally different brand promise
  • PamAreas of emphasis are about trends, fashion, style and everything has to do with the “moment”Focus is on style over substance
  • JanetKeywordsMessaging and DesignPoll: Have you developed a buyer persona?
  • JanetWhat is a persona?It’s the identity and the demographics that make up a target audienceBuilding buyer personas is key to developing the experienceWe use this for targeting ads, but it’s keyDevelops the whole marketing tactic listSets up the promiseSetting up the messages and experienceSEO keywordsPPC keywords, offersContent marketingdemographic
  • JanetWho are your buyers?What demographics are their makeup?What are their online habits/habitats?What inspires them? What motivates them? What repels them? What matters most? What is irrelevent? What are they looking for?Is it transactional or informational or experiencial?Apple buyer infographicMention webinar on personasProfiling customer baseOnline customer base may not be the same as offline customer base
  • Janet
  • PamOnce per month on Saturday, Pam goes to X. She has to pack up to go to a warehouse store.Everyone poorly dressed, poor customer service, pay cash to check outThe promise is low pricesWithout this promise, I wouldn’t go
  • PamBy contrast, here’s a retailer that prides itself on servicePiano playerThey wrap purchase, thank you by namePromised at Nordstrom: Service
  • JanetSometimes internal decisions about brand promise and experience, though, may not correlate with how people find youUsed cars vs. certified used vehicles“Toyota certified used vehicles aren’t just any old used cars.”Key messages may not correlate to the keywordsExample: luxury brands and how they search
  • JanetTargeting moms exampleDon’t always raise handSwimming lessons exampleGymboreeFisher Price
  • JanetTargeting moms exampleDon’t always raise handSwimming lessons exampleGymboreeFisher Price
  • JanetFailing to keep the promise mars the brand experienceKeep the keyword/ad promise!Example of used chevy minivans search
  • Janet
  • JanetFailing to keep the promise mars the brand experienceKeep the keyword/ad promise!Example of used chevy minivans search
  • Janet
  • Kari
  • Kari
  • Kari

Harmonizing Branding and Search to Achieve Optimal Results Harmonizing Branding and Search to Achieve Optimal Results Presentation Transcript

  • HARMONIZING BRANDING ANDSEARCH TO ACHIEVE OPTIMALRESULTSJANET DRISCOLL MILLER,SEARCH MOJOPAM FITZGERALD, @SEARCHMOJO SEARCH-MOJO.COMTHE IVY GROUP 800.939.5938
  • ABOUT SEARCH MOJO • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management • Headquartered in Charlottesville, Va • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, SMX Social, PubCon, MarketingProfs, and more@searchmojo #mojowebinar SEARCH-MOJO.COM
  • OUR CLIENTS @searchmojo #mojowebinar SEARCH-MOJO.COM View slide
  • ABOUT IVY GROUP • Marketing services agency founded over 25 years ago – Branding and marketing – Public relations – Advertising – Digital strategy • Offices in Charlottesville, VA and Philadelphia, PA • Winner of multiple awards, including American Marketing Association Excellence Awards in Marketing, Web Design and Graphic Identity, and the John Cotton Dana Library Public Relations Award.@searchmojo #mojowebinar SEARCH-MOJO.COM View slide
  • IVY GROUP CLIENTS@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHAT IS A BRAND?@searchmojo #mojowebinar SEARCH-MOJO.COM
  • @searchmojo #mojowebinar SEARCH-MOJO.COM
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  • CAN YOU SPOT THE LOGO?@searchmojo #mojowebinar SEARCH-MOJO.COM
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  • PREVENTINGONLINE BRAND REPUTATIONPROBLEMS @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • PROTECTING YOUR BRAND ONLINE Brand reputation requires much to build, but can be damaged quickly.@searchmojo #mojowebinar SEARCH-MOJO.COM
  • THREE FACETS OF BRANDING The brand The brand The brand promise experience memory@searchmojo #mojowebinar SEARCH-MOJO.COM
  • THE BRAND PROMISE •What is the brand promise? • A commitment to a particular experience • The strategy and planning to ensure that experience is delivered •Premised on intimate understanding of the customer@searchmojo #mojowebinar SEARCH-MOJO.COM
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  • HOW DO YOU BEGIN TO DEVELOP A BRAND PROMISE ONLINE? • Select keywords that reflect your services, products or offer – Don’t be misleading! • Ensure your messaging and design reflect the promise@searchmojo #mojowebinar SEARCH-MOJO.COM
  • PERSONAS AND BRAND • What is a persona? • Develops the whole marketing tactic list • Sets up the brand promise, messages and experience@searchmojo #mojowebinar SEARCH-MOJO.COM
  • HOW TO DEVELOP PERSONAS • Profile your customer base – What is their demographic makeup? • Online and offline may not match@searchmojo #mojowebinar SEARCH-MOJO.COM
  • SEARCH AND THE BUYING CYCLE Discover/ Compare Purchase Research Broad, Medium, Specific, approximately 50 keywords approximately 100 keywords approximately 1,000 keywords Keywords ex: shoes ex: running shoes ex: Asics 2010 running shoes High, Medium, Low, Search typically high cost per click, average cost per click, low cost per click, Volume more competition medium competition very little competition Obtain a ready sale now; Frame the buying decision; Compete on more specific criteria; acquire a customer who knows what Opportunity establish credibility capitalize on customer preferences he/she wants Conversion Lower Medium Higher Rate @searchmojo #mojowebinar SEARCH-MOJO.COM
  • THE BRAND EXPERIENCE: A TALE OF TWO BAGS A TALE OF TWO BRANDS
  • THE BRAND EXPERIENCE: A TALE OF TWO BAGS A TALE OF TWO BRANDS
  • BRAND AND SEARCH • Brand may not always match how people will find you in search • Key messages may not correlate to keywords@searchmojo #mojowebinar SEARCH-MOJO.COM
  • SOCIAL MEDIA ADVERTISING@searchmojo #mojowebinar SEARCH-MOJO.COM
  • SOCIAL MEDIA ADVERTISING@searchmojo #mojowebinar SEARCH-MOJO.COM
  • THE BRAND MEMORY@searchmojo #mojowebinar SEARCH-MOJO.COM
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  • WHAT’S NEXT? • Interested in hearing more about Search Mojo’s services? • Reach out to Janet & start a conversation! jmiller@search-mojo.com 800-939-5938 x101@searchmojo #mojowebinar SEARCH-MOJO.COM
  • UPCOMING WEBINAR LinkedIn Advertising: The Key to More (and Better) B2B Leads • February 7, 2013 • 2:00 p.m. ET • Register today at www.search-mojo.com/linkedin-ads@searchmojo #mojowebinar SEARCH-MOJO.COM
  • CONTACT Janet Driscoll Miller Pam Fitzgerald jmiller@search-mojo.com pfitzgerald@ivygroup.com 800-939-5938 x101 800-IVY-1250 Google+: +Janet Driscoll Miller Twitter: @TheIvyGroupLTD (and +Search Mojo) Facebook: Twitter: @janetdmiller www.facebook.com/TheIvyGroup Facebook: www.facebook.com/SearchMojo@searchmojo #mojowebinar SEARCH-MOJO.COM