How to Broadcast Your Brand and Get Your Name Out There Through Marketing
You've got a brand that you love. Now, let's make the rest of the world fall in love with it too, with some basic business marketing.
A great brand without promotion is a great brand that nobody has ever heard of. You need to invest time and resources into spreading the word. And the work is actually never done. Success in marketing is maintained, not achieved.
So let's take a look at how to make your brand name a household name with some basic business marketing.
Part 1: Search Engine Optimization
Google is the driving force behind making the world be aware of, and fall in love with, your brand. And for most small to mid-sized businesses, the war is fought locally.
Local SEO is everything. With that in mind, the first thing you need to do is make sure Google My Business has your correct and most recent information. It's so simple and takes 5 minutes to do, but it's massively important.
When someone is looking for your speciality, in your geographic area, Google factors in the physical location of both you and the searcher when displaying the best results. So make sure you have a complete listing with:
- Your address and location(s)
- Your business hours
- Your offerings
- Photos of your business
- Reviews from customers
This is so simple and it's free. It's really the most basic business marketing you will ever do. And yet, about half of the businesses out there skip this step, which is a huge favour for the ones are on top of things.
Google Loves Video
You might think that YouTube videos belong under your social media strategy. But keep in mind that YouTube is actually the world's second biggest search engine behind Google; not Bing or Yahoo!.
Videos give you a massive SEO boost. Especially when it comes to longtail keywords.
Longtail keywords are those questions we're all asking Siri, Google, and Alexa. Searchers are asking complete questions and expecting a complete answer. And you want your brand to be what pops up as that answer.
You need to find out the questions that people are asking about your business and your industry, and create professional quality YouTube videos to answer them. These are SEO gold.
If you're a divorce lawyer, you might consider videos that answer customer questions like:
- How much will a divorce cost?
- How long will it take?
- How long must I be separated before I can apply for a divorce?
Ensure these videos thoroughly answer the questions, with high-quality audio and video. A poorly made video is only going to hurt your brand.
These questions and answers also need to show up in your blog. Speaking of which...
Part 2: Blogging
Blogging has been a part of basic business marketing for years, but it's never been more important for three reasons:
- Google wants organic content like this
- It raises awareness of your brand
- It establishes you as a thought-leader
However, you need people to read it and share it for any of those things to happen. How do you do that? Simple? Give them something worth reading, or sharing.
Start with those longtail questions we talked about earlier. Writing about and optimizing these keywords will really help your SEO clout.
Also, many of these questions are very intent-based, meaning the searcher can easily be turned into a buyer, if you answer their questions.
Write Better Titles
A title has been the cornerstone of basic business marketing since the days of print ads in newspapers.
Your title is the first thing people see, so it needs to make a connection and compel them to read more. Using the longtail keywords we've mentioned above is a great place to start.
Other titles that play well include:
- Something that is already making news headlines (AKA Newsjacking)
- Lists. Top 10, Top 5 or whatever
- Myths and Misconceptions
- How to _____
- The Secret to _____
- What Everybody Ought to Know About ____
This part is crucial. If your headline makes a promise, be sure to keep it. Never pose a question and fail to answer it. That's called a "Bait and Switch." People hate that and will shun your blog forever.
Also, don't stick the answer way down at the bottom of your blog in an attempt to get people to read the whole thing. That's called "Burying the lead."
People will not read the whole article. They will skim for what they need and leave if they can't find it in a few seconds.
Part 3: Social Media
Here's the first rule of basic business marketing in social media: Think of it as a telephone, not a blow horn.
It's a 2-way conversation. You spread your brand by talking with people- not to them.
Let's take a look at how to use the most popular platforms:
In recent years, this has become a 100% pay-to-play way to share content. Facebook's organic reach for publishing materials is now incredibly low, without paying for promotion or ads.
If you have a blog or press release, you would literally get in front of more eyeballs by getting your author or employees to share it from their personal accounts.
However, interaction is still free, so get out there an interact. Join groups where people are talking about your industry. Contribute to conversations, without trying to sell anything.
If you have real conversations and offer real value in these interactions, the sales will take care of themselves.
Like Facebook, you need to focus on engagement, not just publishing.
Of course, you will want to share lots of amazing branded pictures and videos with your target audience, but that's only half of the work.
Again, you need to get out there and interact with other people and other brands on Instagram. Comment on people's posts and always be sure to respond to comments. And again, leave the sales pitch at home.
You may notice a running theme among our basic business marketing social media tips. Twitter's motto is "Join the Conversation." So don't dominate the conversation, engage and contribute to it.
Twitter will always be a great place to offer quick and digestible tidbits about your brand. But that's far from all you should be sharing.
You need to share and comment on industry news, and blogs from industry thought leaders and influencers.
You will also find lots of people talking about your industry. So respond to their complaints and questions, without selling anything. Be helpful, polite, and professional and you can turn these interactions into leads.
Bonus Tip: Never buy followers in any of these platforms. Ever! It may seem tempting, with offers for hundreds of thousands of followers for so cheap. But it's not worth it.
You're not actually fooling anybody. People will notice the fact that you have 200,000 followers, but only 2 Likes on your last picture.
Earn fans. Don't buy them.
Part 4: Pay-Per-Click Ads
Pay-per-click (PPC) ads are a great way to spread your brand to new customers, and send new traffic to your website.
But, we should clear up one massive misconception in basic business marketing: PPC is not SEO.
These are two completely different things.
- PPC: Paid traffic you buy by bidding on specific keywords
- SEO: Organic traffic you earn by optimizing keywords
Keep these things separate in your mind and in your strategy.
Tip: You don't have to spend the most money to get the most traffic from your PPC ads. Let's say you rank #3 and your competition currently sits at #1.
If your ad is better written, with a more compelling offer, more people will click the #3 ad over the #1.
And make sure you set up a dedicated landing page for these ads that match the offer and the tone of your PPC ads. If people don't see what they came for, they'll assume they're in the wrong place and leave.
Part 5: Email Marketing
Another massive misconception in the world of basic business marketing is that email marketing is a waste of time, because it's spam. Not true. In fact, email marketing can show you a 4400% ROI and $44 for every $1 spent.
Getting Prospects into Your Sales Funnel
Sometimes a lead needs more information about your brand.
One of the best ways to educate and nurture them is with a lead magnet/downloadable asset. They give you their email address, you give them something they can use for free.
This has to be something of value. It can be a cheat sheet, or a checklist, or something tangible or valuable.
Once you have their email address, you can leverage a drip marketing campaign or other re-marketing efforts to get them to trust and love your brand name.
This is another place you can leverage YouTube videos, by sending them a helpful or insightful clip. Data shows that adding the word "Video" to an email subject line can:
- Boost email open rates by 19%
- Increase click-through rate by 65%
- Reduce unsubscribes by 26%
This could be something like a how-to guide, or a product review. This is a great way to showcase your knowledge and your brand.
Move Beyond Basic Business Marketing into the Advanced Level
You can do a lot on your own, but you can't do it all. So let us help you take your digital marketing to the next level.