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.
42. But Today, I Want to Spend Time on How We
Grow Demand Outside the SERPs
43. 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
46. Brand is…
A promise.
i.e. when you see “Brand X” it means “YAttributes”
A memory trigger.
i.e. when you experience problem Z, you think of “Brand X” as the
potential solution
47. Brand Marketing is…
A coded message.
Reminding you of the brand’s existence
Reinforcing the brand’s colors, shapes, sounds, experiences, &
feelings
Nudging you to use the brand at the right time
52. 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
53. 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