How to Measure your Brand Expansion through Online Presence Tracking and Traffic Metrics?

Do You Know if You are Getting Enough Brand Exposure? How would you know if your online marketing efforts, such as SEO, are helping to boost your brand? We all know that results from an SEO campaign takes time. But we also know that there are additional benefits to doing SEO – not just search engine rankings. And this is the same for other digital marketing services. There is a much more significant and long-term benefit to doing SEO, Local Buzz, Social Media Optimization, Pay per Click Advertising, Retargeting, Online Reputation Management, among many other online marketing services. The problem is, how do we measure that benefit? And what is that benefit? Hmmm. You are Not Alone. Thousands and thousands of business owners are in the dark when it comes to measuring brand performance. Brand exposure, recognition, recall, and reputation— these are factors that translate to direct website visitors, returning visitors, customers, and loyal customers. Without a way of measuring this, you will have no idea how much brand expansion you are achieving through your online marketing efforts. You are in a Constant Race Against your Competitors for Brand Preference and Loyalty. Momentarily slowing down your online marketing efforts could mean your competitors overtaking you and eating their dust. Do you want your competitors to win the customers that should have been yours? And this is all because you didn’t have a clearer map of the race? Unless you can see the bigger picture, you may miss opportunities to ramp up your campaigns and exploit avenues where your brand is more effective at connecting with your potential customers. You may miss the momentum of your brand expansion if you even decide to put a campaign on hold because you think it’s not performing as expected. As a result, instead of growing your brand and sales exponentially, you may see them start to plateau.  You may see them starting to slow down or decline. And when you decide to start again, your competitors may have already taken your place in your customers’ hearts and minds. Let me explain. The more you expose your brand online, the stronger it gets. And the more you pick up momentum for brand reach expansion. In a racetrack, the faster and smoother you go (without stepping on the brakes unnecessarily), the more you are racing efficiently. You cover more track for every drop of fuel you burn than anybody else in the race. Where is Your Brand Heading? You Need to See the Bigger Picture. You need to see your brand’s performance with an effective presence tracking and website traffic metrics that we provide. You need to see how much your brand has been moving and expanding across the online world. What do you need to see? Here are the basics: Referral Traffic Social Traffic Search Queries Direct Traffic Referral Traffic If your website gets a lot of referral traffic, this means that people are reaching your website via external websites that link to yours. Where does referral traffic come from? You could be getting this traffic from online directories your website is listed on. Referral traffic could also come from national or regional news sites, or news sites in your industry that have picked up your press releases or content and have placed links...

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Strong brands have more power to retain customers and acquire new ones, and have more amplification power—leading to the brand bandwagon effect.

Build your Brand “Build it and they will come.” This could be your branding mantra. Customers are looking for brands they can identify with. Customers stick with brands that share their beliefs and aspirations. Watch our video now: Give your brand a personality. Make sure that it has the right mixture of characteristics that appeal to your target customers. Jennifer Aaker, professor at the Stanford Graduate School of Business, summarized brand personality into five dimensions: sincerity, excitement, competence, sophistication, and ruggedness. This is known as the “Dimensions of Brand Personality”. The value of a business is directly proportional to the value of the brand. If you want to grow your business, you need to build your brand.  Building a brand is not just about having a nice catchy name, or using a clever sign, symbol or design to identify your products or services and to differentiate them from others.  Building a brand means having a set of positive values or associations that resonate with your target customers. It is also about communicating these attributes to them. Build your brand’s presence, relevance, performance, and advantage, until you have built a bond with your customers. Why build your brand? Because research shows that 60% of your potential customers prefer to buy new products from familiar brands rather than switch to a new one. Millard Brown’s brand pyramid shows how brand strength affects customers’ expenditure for that brand. The brand’s strength is inversely proportional to the “share of wallet,” or share of category expenditure. Brands at the initial phase of development (also known as “presence,”) eat up only 12% of spending for that category. On the other hand, those at the peak of the pyramid, or brands that have bonded with consumers, account for 40% of wallet share. Optimize your Brand Why should you optimize your brand? Because strong brands become more valuable over time, a study of 6 years of stock market data has discovered. Strong brands have more power to retain customers and acquire new ones, and have more amplification power—leading to the brand bandwagon effect. So “Build your brand and customers will come. OPTIMIZE it and MORE will come!” Invest in your Brand Today No wonder marketers (yes, including your toughest competitors) are now focusing AND spending on brand building and optimization. Research shows that 63% of marketers plan to increase brand advertising budgets. 1 in 5 of these businesses plans an increase of at least 20%! Here’s what that means: your leading competitors are spending a great deal on their branding while you’re ignoring it! Don’t do this to your business! Build and Optimize your Brand Today. We Can Help You. How? Web Design We will build your website and design or redesign your logo if needed. Our mobile-friendly, responsive web design service will ensure that your growing number of mobile customers can reach you. 67% of consumers are more likely to buy if the site is mobile friendly 62% of companies reported an increase in sales after designing a site for mobile users. Social Media Optimization We will perform Social media optimization to give your brand increased reach and engagement with prospects and customers.  The more engaged your friends, fans, followers, and connections are, the higher the amplification factor to extend your reach and engagement further. 46%...

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Building Your Brand with Content: How Your Businesses Can Overcome the Challenges

Content marketing is a great way to build your brand online. With the right kind of content, you can build and optimize your brand on the Internet so that it brings more traffic to your website and more sales to your business. More importantly, it can improve the overall image of the business and results in more sales, referrals, and consequently, more website traffic. The cycle goes on and on. But if content marketing is so effective for branding, how come a lot of small and medium-sized businesses are struggling in building their brand through content? What challenges do business owners like you face and what can you do to overcome them? Brand Awareness: Top Content Marketing Goal It’s important to first understand the link between content marketing and branding. By now, many marketers – probably your competition included – have already realized the power of content when it comes to boosting brands. According to a study by the Content Marketing Institute (CMI) and Marketing Profs, the No. 1 reason why organizations use content marketing is to raise brand awareness. Some 79% of marketers surveyed said so. Other goals that scored high in the survey are customer acquisition (71%), customer retention / loyalty (65%), engagement (64%), and website traffic (62%). However, brand awareness is the only goal that nearly broke the 80% mark. Obviously, today’s businesses want to improve their branding online and are using content to make it happen. Content Improves Branding, Website Traffic & Sales Now if branding is the top priority for content marketers, how then do they measure success? Still according to the CMI and MarketingProfs research, majority of marketers cite web traffic as their main metric (66%). Others said they measure content marketing success by looking at social media sharing (52%), time spent on website (46%), and direct sales (44%), among others. Indeed, the right mix of content marketing that boosts your brand will result to more traffic, engagement, shares and sales. Building Brand through Content: Challenges Many marketers understand that for them to build their brand and generate traffic for the website as well, they need to market online using content. However, this is easier said than done. A lot of small business owners struggle with content marketing—much of this has to do with shortage of various resources to make it happen. Looking at the answers of survey respondents for a study by CMI and MarketingProfs shows lack of time (24%) is the biggest hindrance to implementing content marketing. Lack of budget (16%), producing the kind of content that engages (13%), and producing enough content (10%) are also major challenges for business owners. From here, you’ll notice that these resources are needed in this strategy: time, money, and technical skills. Does this situation sound familiar? Let it Go: Solve Most Challenges with 1 Solution You already know that the top goal of organizations in content marketing is to build brand awareness. You also know that they are faced with several challenges in doing so, such as lack of time and budget. Many business owners are stalled by these hindrances. But here’s the good news. You don’t have to be one of them. Here’s the solution in two words: Our Company. A survey by Aweber found that in smaller businesses, the CEO also serves...

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Take Your Brand Seriously: Why You Need to Optimize Your Brand [Infographic]

Having a brand is beyond having a name, term, sign, symbol or design, or a combination of these to identify products and services and to differentiate them from others.  Having a brand means having a set of values or associations that your target customers make with your company, products and services. First question: What set of values does your target customers associate with your brand? Second question: Do they even know your brand exists? You need to pay attention to this, and you need to start today. Because if you’re not taking your brand seriously, how do you expect potential customers to take your business seriously? In today’s competitive market, you just can’t let that happen, can you? That’s why we put together an infographic and listed eight tips you can start using today to build your brand. So… are you building your brand every day? What benefits do you stand to get? What challenges will you face? Discover the answer to all these questions and more below. See our Infographic: Know your Target Customers and Build your Brand’s Personality around Them Like humans, brands also possess or project a certain type or a mix of personalities. In “Dimensions of Brand Personality,” a study published by the Journal of Marketing Research, Jennifer Aaker, now a professor at the Stanford Graduate School of Business, summarized brand personality into five dimensions: sincerity, excitement, competence, sophistication, and ruggedness. In the infographic, you’ll see defining characteristics for each dimension. For instance, a brand that imbues “sincerity” is perceived to be honest, domestic, genuine, and cheerful.  Therefore people who value these characteristics tend to prefer brands with this personality. The idea here is to identify the personas of your target customers, and identify your brand as well, using a mix of these dimensions. Then, build and shape your brand around this mix of dimensions. This way, you’ll be able to align your brand persona with your target customers or identify what customers to target based on your brand personality. These dimensions are helpful, especially for small businesses that are just beginning with the creation and strengthening of their brand. Build your Brand Slowly but Surely or Fast and Strong. Either way, You have to Build it According to Millard Brown’s Brand Dynamics Pyramid, the value of a business is directly proportional with the value of the brand. If you want to grow your business, you need to build your brand. Analyzing five years of stock market data, the company found that strong brands are more likely to increase their share price than companies with weak brands. “Strong brands are more likely to grow,” the report stressed. What’s more interesting here is Millard Brown’s pyramid relates how brand strength affects consumers’ expenditure for that brand. This time, brand is inversely proportional with “share of wallet,” or share of category expenditure. For instance, brands at the bottom of the pyramid or those with “presence,” eat up only 12% of spending for that category. On the other hand, those at the peak of the pyramid, or brands with bonding with consumers, account for 40% of wallet share. You need to move your brand from merely having presence in the market to be performing and eventually having a bond, which is the peak of the pyramid. By moving...

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