Tag Archives: branding

How to Retain your Brand Message from Being Hijacked by Surrounding Content

How to Retain your Brand Message from Being Hijacked by Surrounding Content

Whether you are offline or online marketer, the term of “brand safety” is still in the top of mind for all marketers and advertisers.  In fact, brand safety should also be understood by people who work in SEO service as it relates with the way you convey your content. There are several questions that you can ask before providing brand in your content. These questions relate to how they protect their brands and still keeping their brands point of view.

  1. What measures are being taken to ensure safe contexts?

Your agencies who make decision about the brands should understand that slavish adherence to a singular metric like CPC or CPA will cause long-term brand damage.

In this case, your brands should be able to communicate very well with the agencies. This will make sure that the ads are and will be placed into safe contexts. Moreover, “contexts” here will consider where the ad will be placed and what else appears on that page. To deliver a sound strategy and game plan, you can put it directly on the agency. Then, push them to create some kind of crisis plan in the event something bad arises.

  1. Employ a Context Marketing Strategy

Creating a context doesn’t mean that you create a whole bunch of text. But, a good brand should ensure that they are clear on their ideal behaviors. In the other words, they should seek to manage all aspects of their communication. This is why all brands should have a context marketing strategy. For instances, even though, your brand may attract lots of consumers, but sometimes this is not the context you want your message to be received in.

  1. Is the Brand’s Message Truly at the Right Outlet?

In marketing 101, you are dictated that you should always know your target audience and the media that they consume. Sometimes it will require you to repeat this simple logic; however different environments will suit different brands. For example, you cannot sell your obesity product on Mc Donald’s.

Therefore, it is important to match the creativity with the sense and tone of the outlet you’re advertising on. For example, if you put your ads next to ISIS propaganda on YouTube, people would think that the brands are funding terrorism. Therefore, it is better to put away politics in your brand campaign as it will cause big moral dilemmas. In fact, change in political climate will cause consumers to watch brand behavior ever more carefully.

5 Trends Predicted Will Transform Social Media in 2017

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Those who usually work with social media and SEO services have already known that social media is going to be big. As people come up with more innovative types of content and methods of sharing them, some keep wondering what trends will dominate social media in the next year. Hence, there are 5 trends predicted will transform social media in 2017. Here are the big 5.

Social Networking Use Has Shot Up in Past Decade
In the past decade, social networking has experienced a meteoric rise. In fact, it will grow even further in the upcoming years. This makes sense since humans are social creatures. In fact, social media has been a great media to channel a desire to stay connected to others. With social media, today distances are no longer a problem. The number of social media users will grow at 8% in 2017 to a heady 2.39 billion people.

Employees Turn into Beacons for Their Brand
You can use social media to help you get more connected to your employees. In fact, brands have now started turning to employees as brand ambassadors to further their brand image. In other words, using employee social advocacy programs has grown about 191% since 2013.

It integrates elements that already have a connected audience rather than increase social reach through scaling. When you pull this off correctly, it can be much more effective at enticing engagement. So, you can consider utilizing tools like Social Toaster to turn your team into a passionate group of social advocates.

‘Real’ Real-Time Engagement
Since users expect that a brand needs to have a social team on their feed to answer questions and resolve issues. The existence of social media becomes terribly helpful. Social media can be a “real” real-time engagement. In a domino-effect, this has caused brands to start investing heavily into cross-functional social media teams that can keep abreast with the increasing number of client pings every day. Eventually, most brands will have shifted client service entirely to their own social media accounts.

Driving Decisions through Analytics

Now, social media is no longer used as a media for people to get connected. As through marketing aspects, social media is a great source for statistics analysis. In fact, social media analytics has gotten more powerful, comprehensive and easier to be used these days. You can find many popular social analytics tools which are free and can accommodate the needs of most SMBs, such as Buffer, Followerwonk, Iconsquare and many more.

Social Video Wins Again
Many online marketing experts have predicted that image and video will slowly replace text. Even tough, text will still be useful but image and videos will dominate. This is because Brands have evidence that video content is effective and over 76% of B2Bs use them to good effect.

In-Depth Checklist for International Service

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For some reasons many SEO services think the need of international SEO as part of their campaign. However, few only conduct international SEO since international SEO is a challenging task. Therefore, to help you conduct international SEO we provide you with several steps, such as follow.

Find Your Current International Audience

Doing research is the first step that you should take before let your SEO goes international, so gauge current and potential interest by looking at your site traffic by country in Google Analytics. Find the countries that your traffic originates from by opening the location report under Geo and sort by sessions. These top listed countries are your top candidates to get their own targeted sites or pages.

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The next step is to open up the Google Search Console Search Analytics report and filter by country. Check the boxes for impressions, click through rate (CTR) and position. A country who contributes lots of click will receive a large number of impressions and have higher average positions are good starting points for international targeting. In fact, it is easier to rank well in countries where you’ve already gained some transaction.

Determine Language vs. Country Targeting

Now there are two ways that can make your site goes international, you can choose to create sites in alternate languages, or to target them geographically? It looks like two of them works oppositely, but it will have big impact on how you go about creating your international site.

Both of them have their own weakness and strength:

  • Language:

You’ll get widen reach of audience once you have optimized your pages by language. Since people in French will be relevant and accessible to French speakers all over the world. It will also make translating/creating simpler since you won’t need to optimize it for specific cultures or markets. The downside is that your content will have to be generic and free of idiomatic phrases that may not be used globally.

  • Country:

You can provide more discounts, sales and other offers since you’ll be able to really target your content. Linguistic variations, like the differences between British, Canadian, Australian, and American English will not bother you anymore. In fact, since the SEO will be limited into a single country, therefore you need to do any market research to optimize your content for local buying behaviors.

Decide which URL Structure is Best for You

Arranging the best URL structure is necessary for your SEO site and there are three options for URL structure that is good for international websites:

  • Country code to-level domains (ccTLD)

ccTLDs is quite self-explanatory: they use country codes in their domain name or domain extension, instead of the generic.com, .org or .net. In fact, the biggest advantage of using a ccTLD is because it does your geotargeting for you. When Google sees example.co.uk or example.it, it knows that those sites should serve United Kingdom and Italy’s users.

  • Subdomains

Another way to build up a lot of brand awareness globally is by using language or country-specific subdomains as the way to go for a company. Moreover, you need to make sure to use Google Search Console’s International Targeting if you do create geotargeted subdomains. This will make sure that Google will use that subdomain in searches in the appropriate country.

  • Subfolders (also called subdirectories)

The main advantage of having subfolder is that because it is the fastest and easiest option to implement, as they just require you to create a few extra folders for each country and/or language. Due to this, subfolders are a great option for smaller companies. However, subfolders somewhat can be ambiguous for both human users and search engines since people will be confuse, for instance is /fr/ meant for users in France or for all French speakers?