Last month, our digital marketing video series entry covered the components of building better brand authority. This time, we'll put the spotlight on a closely related topic: brand promotion. Before your brand can truly become an authority, it needs to be widely recognized. The goal of brand promotion is to make your brand name and logo synonymous with your products, services, people and culture.
In today's digital climate, it's becoming increasingly harder to stand out. But there's a sliver-lining that comes with this widespread opinion. Because the digital space moves so fast, an increasing number of companies are letting important aspects of their strategy - like brand promotion - fall to the wayside. And it's actually understandable; sometimes, there just isn't enough time. However, if you are willing to put in the time, energy and effort to properly promote your brand, you stand to reap huge rewards. So to help you get started, here's our latest WSI Digital Marketing Video, 5 Sure Fire Ways For Improving Brand Promotion:
1. Extend Your Reach with Google AdWords Ad Extensions
Pay-per-click (PPC) campaigns delivered through Google AdWords are a proven method for delivering an expected amount of site traffic for a fixed cost. But as with everything else in digital marketing, things have changed. Generic ad copy and landing pages will no longer get you optimal results. Google has created 'Ad Extensions' that allow you to include extra information in your ad about your brand and its products or services. Ad Extension types include additional site links and click-to-call buttons directly on your ad. The added details in extensions are a game-changer for your PPC campaigns, and a great way to enhance your brand promotion.
2. YouTube Advertising Gets You Seen
YouTube is the word's second largest search engine. Let that sink in for a second. After Google, YouTube rules search. Consider these questions. Would you ever ignore Google? Are you currently neglecting your YouTube presence? If your answers to these questions were "no" and then "yes" then you have a problem (and you can probably guess how to fix it). YouTube advertising is also an effective low-cost promotion option for your video content. If you want your brand to be seen and heard, look no further than YouTube.
3. Improve Promotion Using Google’s Display Network
Once you're plugged into Google's Display Network, the Internet is your oyster (or something like that). Seriously though, Google's Display Network reaches over 90% of the world's Internet users, so if there are people out there interested in your products and services, there is potential to reach them. And if you mix and match your ad formats and creative design, you'll tap into a whole target audience you never knew you had.
4. Stay Top of Mind by With Remarketing
With all the different ways to connect, share, review and discuss brands and their products, "buying" has become a social activity. Bound together by only their love, ownership or desire to purchase a product or service, thousands of like-minded people can have great influence over who buys what. Brands that work the hardest to participate in the conversations about themselves are the biggest winners.
If customers are talking or thinking about your brand, they're more likely to buy from you. One of the best ways to stay on the top of a consumer's mind is to consistently present your brand to them as they traipse around the Internet. Whether it's on a news site or a social media feed, if you a consumer is reminded of your brand, there's a chance it'll trigger a purchase decision.
5. Don’t Forget Your Mobile Audience
You've likely heard about Google's mobile algorithm update, but just in case you haven't, head on over to our rundown of how mobile search results are changing. There are a couple things you need to do right now (especially if you have a mobile audience). But the most important message we can derive from the update is that Google wants to improve the experience for searchers, which is something every brand and markets should always be working toward. Adhering to Google's mobile algorithm update isn't an obstacle or a nuisance, it's a step in the right direction.