Tuesday March 29, 2011
Keywords and Branding
If you are involved in marketing at all, you’ve heard the term “Branding” which- according to the BusinessDictionary.com, is defined as the:
Entire process involved in creating a unique name and image for a product (good or service) in the consumers' mind, through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
So – the first thing to do is get very, very clear on the unique name and image you want associated with your product or service. In later weeks we will cover marketing strategies and customer loyalty strategies, but first things first.
When someone mentions a product or a service that you create or offer, we want our name, your company, your product or service popping into their minds. You want a cola? Then let’s crab a Coke! Runny nose? You need Kleenex.
"Keywords" or "search terms" become very important, as does something known as SEO (Search Engine Optimization,) that allows browsers like Google and Bing to come up with the search results it thinks are relevant to your needs. How does it do that? Wikipedia says: “SEO considers how search engines work, what people search for, the actual search terms typed into search engines and which search engines are preferred by their targeted audience.” Why is this important? Well, like branding, the higher and more frequently a site appears in the search results, the more visitors it will receive from the search engine's user. In other words, you’ll get more traffic to your website or social media site and hopefully get more sales.
So –how do you figure out your keywords?
1. There are a lot of people who offer fabulous SEO and keyword search services (Laurie Macomber of Blue Skies Marketing comes to mind) but if you are not ready to make that monetary commitment, Google has a tool to get you started with Google Adwords (they will also try and sell you PPC Ads but you can use the tool without buying the ad.)
2. www.Thesaurus.com will give you possible synonyms you might not of thought about. Even though you may consider yourself an Attorney, others are thinking of you as a lawyer.
3. LinkedIn’s “People Search” will show you how others are using the same keywords as you to describe themselves. This is a great tool for seeing who your competition is – or who a possible strategic partner might be. You do need to be on LinkedIn to use the People Search.
4. LinkedIn’s Skills is a relatively new tool which is a goldmine for keywords as well as job / skill / keyword descriptions:
- Go to “more”
- Click on Skills
- Type in one of your “skills” (think keyword)
- See how LinkedIn describes your skill (cut and paste for use later)
- Check out your skill’s synonyms on the left
- Jump down the rabbit hole
As we start this process of Branding and Marketing on social media, I recommend you keep a word doc with your discoveries. Personally, I keep a Word document on my desktop called “Running list of keywords” and add them when I come across something new.
Stay tuned next week to find out WHERE to put your keywords once you have them!