In today’s Whiteboard Friday, Rand takes a look at the many opportunities on the web apart from search engines.
Hit ‘em where they ain’t playin’
Use channels that aren’t necessarily used by the search engines, like social media, forums, blogosphere, email, offline ads and conventions. However, since the audience isn’t in the search mindset, they will be blind to a lot of advertising.
Branding goals over direct path to purchase
If someone sees your brand eight or more times, they will probably remember it. Then, when they purchase from you, if it’s a positive association, they will love it! Basically, you want people to be comfortable with your brand prior to purchase, so that when they have a need, you’ll be the first brand they think of.
Branding works best when
They trust the source
The message captures attention
There’s a relevant correlation