Every brand out there is trying hard to get itself noticed and grab the attention of a potential customer by employing unique SEO tactics. With the rampant use of digital platforms working on seamless integration globally, it has become the need of the hour to get your brand right up there, in the front, on the face. And making it stand out from the clutter, doesn’t come easy.
In the B2B space, brands have to be more impactful in spelling out the reason for its existence. Some of the most important points to remember while charting out a marketing and promotional plan for your brand’s increased visibility are listed below.
State categorically what problem does your brand solve.
This is the first and the most crucial factor that determines the reason for a brand’s existence. In other words, if you can answer one of the following questions, it will give you the meaning and purpose of your brand.
- What gap does it fill?
- What problem does it solve?
- Is it solving a generic or specific problem?
- How far is the stated problem being solved, in part or in its entirety?
- To what extent or length is the solution applicable?
- What value does it add to the existing barrage of information in the digital space?
- Is it a first mover or an alternative?
Finding an answer to one of these questions precisely, will help you understand the basis of your brand. It will help you in positioning the brand so that an appropriate identity is developed.
Identify the markets your brand caters to and build a sound social strategy around them.
Which markets does your brand cater to? Which channels of marketing will you use to promote your brand? Your target market and marketing channels must be clearly defined, right at the inception, stating clearly whether there will be scope for expansion or diversification. The social strategy that you opt now will govern your brand’s reach across various social channels like Twitter, LinkedIn, Pinterest, Facebook, Reddit and Quora to name a few. Customize your brand copy based on the individual social platform to reach the maximum audience. Create multiple hashtags in every platform for quick and easy traceability to your offering/brand copy. Ensure the posts are repeated adequately and integrate multiple channels for seamless results.
Underline the core competency of your offering.
What does your brand “stand out” for? What is its Unique Selling Proposition (USP)? How do you differentiate your brand from the others in its category? What are the strengths of your brand? The answer to these questions will help you highlight the core competency of your brand. With this plank, as a marketer you can develop a brand identity. The identity of your brand thus created, has to be coherent with the brand image that gets formed in the customer’s mind.
Place SEO keywords strategically in your campaigns.
Incorporate crucial keywords strategically within your brand copy to help in pinning it down from the vast ocean of relatable information. Search Engine Optimization (SEO) techniques help brands in improving their chances of visibility. However, it is easier said than done.
So, how exactly does one go about creating an SEO friendly brand copy?
Websites like Wordtracker.com or Google Trends give you the current trending search phrases for any domain, topic or area. It tells you what the buzzword or the most searched word/phrase at any point in time is. It extracts the most searched set of words that in turn helps us to utilise the information for our brand. Here it is fundamental to understand how the so-called keywords need to be used in our content/brand copy/marketing collateral.
Follow the steps below to master your SEO strategy:
a) Find out the trending SEO keywords related to your topic using a website like Wordtracker.com.
b) Create content around the keywords or insert the keywords strategically into the content without losing its relevance.
c) Ensure content is upwards of a thousand words as it then becomes qualified to be pulled into the long-form writing which is highly preferred.
d) Repeat the SEO keywords at least 11-12 times in the content. Note that these words are spread uniformly throughout the content i.e. from the beginning to the end.
e) Post/publish the content across various channels.
And how do you benefit from it?
A smart SEO strategy helps improve your brand visibility index, ranking, leads and hits. Over time, you will notice your content ranking higher and attracting more leads.
Include your brand associations and partnerships.
Display all events, associations and partnerships on your page with a direct link to each. Also include an interactive medium to engage with your potential leads. Partnerships and associations add immense credibility to your offering. It demonstrates your interpersonal affiliations and presents an opportunity to further explore your interest in various fields.
Demarcate the category / segment / industry in which your brand is available.
Clarify the industry, segment or category your brand belongs / caters to. This helps in identifying potential clients faster. Your sector is where your market lies, that market is where you will find your customers. Keep floating your brand up there, push notifications and cross-referrals will enable wider reach and increased visibility. For example, in B2B if you operate in the financial domain, you are bound to appear in other related financial spheres like banking, insurance, micro-finance, etc. However, you need to ensure it happens. This spreads the scope of brand visibility across segments and categories.
Ensure ease of navigation and user-friendly interface.
Every brand wishes to rank high on a user’s most navigable interface list. An easily pilotable digital space which gives smooth arrival to a customer’s intended destination with no stop-overs is what all customer’s look for. If your brand can provide that as the very first experience, consider yourself well in the game. And just if you got the SEO thing right, keep reinventing the wheel.
And while you do that, let the leads pour in!