How do I strengthen my brand through search marketing?

Got questions?... do you have relevant business questions, maybe we've already answered them.

Over the last decade, most, if not all, companies have transitioned their brand from their traditional brick-and-mortar identity to a global online presence. However, building a website does not guarantee a brand presence online - it isn't enough to put an open sign up and wait for the customers to come flooding in. In fact, brand marketing is an entirely unique paradigm when overlaid onto the Internet. However, even if the paradigm and the processes are different, the struggle is common - how do you build a brand for an audience? How do you become the recognized brand of choice? How do you make your brand visible?

But how does the emerging significance of search engine marketing change brand management? Why are much smaller companies, with almost guerilla-like marketing tactics, able to outperform more established brands in the search engines? The Internet creates possibilities - it broadens the competitive landscape, and as a result, consumer brand affinity is shrinking. It isn't enough to have a product that delivers a benefit; with social media and Web 2.0, you need to focus your website around nurturing and maintaining a relationship and dialogue with the consumer. What's more, you can't necessarily expect your offline brand to translate perfectly to the new environment.

How can search marketing help me drive traffic to our site, generate leads and sales, and strengthen our brand at the same time? And can offline brand equity be leveraged to make gains online? If a poorly managed brand identity and reputation can hurt a company (see Dell Hell), forcing sales to plummet into despair, then it only stands to reason that a well managed brand can increase sales. Traditional marketing used to focus on building WOM - consumer initiated marketing needs to do the same thing! It may not seem like rocket science, but proper brand management builds customer loyalty. In fact, research conducted by McKinsey & Company in 2000 suggests that strong, well-leveraged brands produce higher returns to shareholders than weaker, narrower brands.

Enquiro helps clients design search marketing campaigns which address the changing needs of marketers and brand managers. Search marketing has drastically changed the competitive landscape, and companies are having to adjust accordingly. With any change of this magnitude, new opportunities present themselves.

Contact us now to find out how Enquiro can help you Succeed in Search.