Beyond Branding – what does it mean? Branding was the foundation many marketing programs were built on. With the digital age, we need to think beyond branding. Unknown to many business owners, branding is only one piece of the marketing package. Still important, it includes advertising in various types of media. It is basically name or logo and business recognition. It includes print, video, radio and TV applications. Branding is about people remembering your business when they are ready to buy. On its own, branding, was and still is, a hit and miss platform. The digital age however, can help empower branding by providing measurability to the process.
There are a couple of things to consider. How many leads, when did you get them and where did they come from? Very few businesses are able to track these results without a digital process. That makes it hard to know how much money was earned from the ad promotion. More important, their ROI is not known making it hard to determine if the campaign was a profit or loss. When businesses set their marketing budgets, branding is usually what they plan for. So with digital marketing what other options are available and how would branding be impacted?
Let me share some of the other opportunities available. Branding, as mentioned, is one form of marketing. It is still used but now along with other forms such as SEO or search engine optimization. This is going Beyond Branding. As a result, it makes sure your website meets Google’s requirements so you can reach your target audience. Google wants content and relevance and provides analytical data to see how your marketing is working. Tying analytics to a ad campaign lets you know how effective it was. A lot of businesses have websites but not all are optimized for performance. In addition there is Onsite, Offsite and Local forms of marketing.
Onsite looks at the title, description, keywords, and other technical pieces of your website including content and relevance. Campaigns types include PPC or Pay Per Click and Retargeting, CPM ads (cost per thousand impressions) fall under Onsite.
Offsite increases website popularity through careful link building and use of Social Media. It does this by pointing back to your website from where the link is placed. This could be on another website URL or Social Media platform and people sharing. Blog posts are a good example where information is shared and natural links can be built. The offsite promotions, done correctly, produce natural inbound links back to your website and help increase its authority, popularity and rankings in the eyes of Google.
Local SEO includes citation building in local directories. This will increase exposure for markets in your area. Other pieces of Local SEO include website, metadata and use of Social Media.
Additional marketing forms, include , videos, Mobile Apps, Direct Mail, Classified Ads, Internet Media buying, Television, Radio, Podcasting and Affiliate Marketing. These forms can be used in a mix on the three methods listed above. Along with branding, all can be set up and tracked by Google for analytics.
You can then see what is working and what is not. You can then move dollars to what works best. In addition, you can also figure your ROI for the various forms used.
It sounds like a lot and is, but remember it doesn’t all happen at once. The best place to start is with a conversation. By going Beyond Branding alone, you can actually make the branding process more effective with the help of digital processes.
I am interested in your thoughts and as always thanks for reading.