Rand Fishkin's presentation on how web marketers can use their skills to create interest in a topic and drive branded search and brand awareness rather than just serving existing demand through unbranded search query SEO.
A Roadmap for Demand Creation:
Associate your brand with a problem, experience, or need Amplify the problem/experience/need Create awareness of the problem/experience/need Make your brand visible at the right times, to the right people, in the right places Improve processing fluency & reduce cognitive load with simple, repeated messaging that ties together need+brand
Before you can reinforce branding,
you need a Brand Promise We provide… We evoke feelings… We remind you of… We share the values of… product/ service that solves a problem you have that make our customers most anxious about whether our solution is right for them Memories that our target demographics & psychographics will have ++ associations with People who are statistically most likely to be our best customers
Everything Should (Subtly) Reinforce the
Message SEO Snippets PPC Ads Big Content CommentsTweets Photos Landing Pages UI & UX Brand Name Facebook Posts Emails Product Names Videos Visual Branding Outreach Onboarding Press & PR The Brand Promise