Why PR and Branding are Important in Search Marketing
April 21, 2009 by Pablo Palatnik
One of the first things I would advise any client when start and planning an online marketing campaign is to focus not only on short term goals but also on long-term goals and one of those long-term goals should ALWAYS BE branding.
I can’t tell you how important and effective branding your brand online is whether you’re selling a product or service. I always underestimated the power of branding online until I started really focusing on the branding of my company and a few clients and now have seen the fruits of the labor.
Branding can include anything from making YouTube videos to trying to run content on your website offering different products, etc. Branding is the result of advertising and public relations which, if you’re a little creative, can go a really long way. Two of my clients best converting keywords are their brand names (will get into that in a later post)
eMarketer put a post of a research study by ARAnet which “…Compared with banner ads, pop-up ads, e-mail offers and sponsored links, articles that include brand information were most likely to lead US Internet users to read—and act.”
“In addition to making a product so compelling it demands coverage, this requires a more natural, PR-focused strategy of getting the word out. Or in some cases, tailoring ads so they look like articles.
How likely viewers were to take action depended slightly on demographic factors. About one-half of both men and women were likely or somewhat likely to respond to articles that have brand information included in them.
Internet users were more likely to take action the younger they were, and African-Americans and Hispanics were more likely to take action than whites. ”
“A key finding for marketers is that younger audiences respond to information that reaches them in the form of articles,” said ARAnet president Scott Severson. “More than two-thirds of the respondents between 18 and 34 said they conduct Internet searches for products or services they read about in online articles either very frequently or somewhat frequently.”
Ways of getting articles out there are:
1- Article Distribution
2- Blogging
3- Viral Content
4- Forums
Used Sources: Brand Mentions Preferred Over Ads
Subscribe to PalatnikFactor.com Today!
Comments (1)
Many people buy into the crappy downline secrets and internet network marketing lead generation tactics of IM gurus and not much attention is paid to the quality of the product that is being sold. You must be able to identify the needs and frustrations that your potential clients face. Then you should develop an attractive and personal business identity. This is the concept behind attraction marketing, a new internet network marketing lead generation technique where you develop ongoing relationships with clients and become a person of value by educating your buyers first and then moving them along the buying path in your communications.