Promoting your brand online

The company brand is an important asset for most companies, and the internet offers great opportunities to promote your brand. Ensuring that elements of your brand are remembered in the minds of customers and prospects is a key component of any good branding campaign and it should be a part of your online marketing strategy.

Search Engine Listings Stimulate Brand Recall

In the online world, research shows that brand recall - the process of seeing a brand and recalling the related perceptions - is best performed in a search engine environment. In fact, one study shows that search listings stimulate brand recall by a three to one margin over other online advertising methods such as banner ads or buttons.

Creating Relevance

Brand is particularly about relevance to the customer, and appearing in the top search results for a particular topic or problem is a powerful way to convey relevance to your customers. After all, your site is "given" to searchers in response to a keyword phrase that was queried to answer a question, solve a problem or find a product/service. When your site is returned, it gives your brand added credibility that it is relevant to the searcher's needs.

As more and more people use search engines to find products, services or information, they assume the companies appearing in the search results are the category leaders or reference companies. By engaging in a comprehensive search engine marketing campaign, you can either protect your brand's top-of-mind presence, or move it toward a top-of-mind presence if it's not yet there.

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