Many marketers will make the mistake of viewing their SEO and their broader marketing as being separate. The assumption is that marketing entails things like social media marketing and advertising, whereas SEO involves adding lots of content to your website and using keywords. The two are entirely different and there is no crossover… right?
Some site owners will even go as far as to eschew marketing altogether and instead focus on only SEO as a tool to boost the status of their website. But marketing and SEO are not separate. In fact, they go hand-in-hand and each supports the other. If you’re going to come up with an effective SEO strategy, then it needs to take into account an effective marketing campaign. And this includes things like social media marketing, web design, and branding.
Why Brand Matters
So how does creating a great logo, web design and site name help you with SEO specifically? Firstly, creating a brand for your site is something that Google highly recommends. Real companies are not called ‘How-To-Get-Big-Biceps.Com’, they are called ‘CrushingMuscle.com’. Brands help to give a business – and a website by extension – a persona and an identity.
Think about the sites that are most successful on Google and you’ll likely find that they all use a brand rather than just a keyword as their site name! Another reason that brands matter to Google is that brands matter to users. If your site has a great logo, a smart web design that matches the logo and a clear ‘mission statement’, then you’ll find that your visitors find it much easier to get behind your message and to become fans of your content.
That, in turn, means that they’re likely to spend longer on your site, reducing your bounce rates. It means they will be more likely to share your links too. These are both things that Google will look at and view as a sign of a high-quality website. Another important reason to build a strong brand and spend time creating a site with high production values is that it will send the right message to other site owners. You know, the sites that you want to work with when building links?
Try and get a guest post from a top blog if your site looks like spam and see how it works out for you…
How to Design a Great Brand
So how do you create a great brand?
A great brand doesn’t start with a logo but rather with a mission. It starts by knowing exactly what it is that you want to deliver to your users and exactly what sets you apart from the rest. Your logo is then an expression of that and a label that will tell people what to expect when they come across your site. It should also be well designed though and that means that it needs to be an AI (Adobe Illustrator) file and that it needs to be unique, identifiable, and not overly complex.
Creating Your Brand and Building Your Audience
A good place to start is by asking what exactly a brand is. A brand is much more than just a logo and is rather an ethos – a mission statement and an approach to business. That logo simply tells people that the product or service they’re receiving adheres to the same standards as whatever else they have used from you in the past.
You start your brand by choosing why it is that you do whatever it is you do. Why should people care about your business? How are you different from other companies offering the same thing? How do you want the world to change, as a result of your business being a part of it? This is what allows a company like Apple to capture the imaginations of billions of people and to create such loyal customers.
Apple isn’t just about selling hardware – it’s about making beautiful hardware that feels personal and that is aimed very much at creative, rule-breaking individuals as opposed to big businesses. When the first Apple computer was released, the only competition was IBM and by taking this stance, Apple was able to differentiate itself a lot and get a lot of excited followers as a result.
The same goes for many businesses that are set out to create a greener planet. These companies are doing something more than just making money – and their fans love them for it. This is enough to make people choose their products instead of the same products offered by another business. And this ethos means that people know instantly that the service is aimed at people like them.
So ask yourself what the driving motivation behind your business is. You’re a fitness company? Okay. But what is it that you really believe in? WHY is fitness important to you and to your customers? Do you think that people are happier when they’re well? Do you want to help the average person to have a more fulfilled life thanks to a healthy lifestyle and diet?
Or do you love the idea of becoming more powerful? Are you all about building strength and speed and challenging the limits of human potential? These two companies might sell the exact same product but the way they go about it is completely different. And if you can convey this mission statement, then you’ll find that the right type of customer will go absolutely nuts for your brand.
That’s the kind of customer whose vision is aligned with yours. Don’t try and appeal to everyone – that will never work. Instead, try to appeal to apple more to the right kind of person.
Creating Your Logo
One way to do this is through your logo and your web design. The objective of a great logo is to communicate what your business is all about. You are trying to tell people what you sell and why you sell it as soon as they look at your business. Say your company was all about health and natural products, then you might make a logo that had a tree in it or a heart. It would probably be green in color and have an uplifting, healthy-sounding name.
Conversely, if your business is all about punishing workouts in the gym, then your logo might include a picture of a dumbbell and have the word ‘iron’ in it somewhere. The idea is that the combination of your logo, company name, and perhaps blog posts is enough to tell any visitor to your site right away that this is a company that’s aimed squarely at them and that they’re going to love. This should also extend throughout your site design.
Meanwhile, make sure that your logo is designed using a vector file (meaning that it’s made in Illustrator or a similar piece of software that keeps it easy for you to edit and resize) and avoid using clichés. Once again, this is a good place to invest a little of your own money upfront – it will pay off to a massive degree in the long term.
Building Your Audience and Creating Trust
The mistake a lot of people make is to try and sell right away. This can work sometimes but it is not generally the best way to build trust, grow an audience, and ultimately secure the best long term profits. That’s because it’s somewhat similar to walking up to an attractive stranger in a bar and asking if they want to come home with you. 99.99% of the time, this will be met with a slap! Most people prefer to get to know the person propositioning them at least a little bit at first!
So instead, you need to try and introduce yourself properly and let the person feel they know you and can trust you first. This is the exact same for a business when you’re trying to sell something – imagine approaching a stranger in the street and asking if they want to buy from you!
This is the basic concept of content marketing – to build an audience of people who love your content and who trust your opinion so that you can convince them to buy the products you recommend and so that you can keep bringing people back to your site time and again, giving yourself multiple opportunities to make a sale. The way you do this is to start by writing high-quality content and to post this to a blog on a regular basis.
The more you write and the more you research your subject matter and make it different and interesting, the fast you will build a dedicated audience that you can sell to. Demonstrate that you really know what you’re talking about, that you only recommend things that you genuinely believe in, and that your audience can trust you to be a resource for more useful ideas and information.
Likewise, try to build your mailing list and social media presence. Incorporate your brand strongly on all of your social media pages and in anything else you create, so that people will know they’re dealing with the same business. Getting someone to follow you on social media when they think they might be interested in your brand, is far easier than getting them to buy a product from you and actually spend money!
Your social media accounts will meanwhile help you to bring more new customers to your site by letting people share with their network. You can help this too by providing social sharing buttons that will let people easily ‘Like’ your content on Facebook or ‘Tweet’ it to Twitter.
Only once you have generated a big audience of people regularly coming to your site, should you then start thinking about introducing products to your page? If you have really created a brand you believe in and if you’ve been providing real value in your content, then you should find that you have true fans. And true fans will be desperate to buy your products when you start selling them!
More Ways to Promote Your Products
Of course, there are many additional methods you can use to send more customers to your products and to market your store. One option is to create your own affiliate program and to encourage more people to help market your items. Another method is to pay for advertising – whether this is a pay-per-click campaign through Google AdWords, or whether it is an advert on Facebook that is highly targeted to your specific demographic.
This works well in scenarios where you’re selling from eBay or Amazon and aren’t trying to build up an audience. If you’re going to pay for advertising though, then you need to calculate the LCV (Lifetime Customer Value) of each customer. This will allow you to ensure that whatever you spend on your ads, you are making more back and thus seeing a strong ROI.
How To Generate Traffic Using Only Free Methods
Putting up a company would, of course, require a lot of things, to get straight to the point, you need a capital. To make money requires money as well. But of course, with the versatility the internet offers, there are many ways you could find that could help optimize the potential of your site or business in generating traffic.
While there are ways to jumpstart your traffic flows, many sites don’t have the resources that others have to generate more traffic for your site. Well, you don’t have to spend a cent; all you need is the proper mindset and a lot of eagerness. You also must have the drive and perseverance to do hard work and research to generate more traffic for your site.
How sweet it is to have more traffic for your site without spending a single cent. Now it’s a sure thing that many sites have articles that offer tips and guidelines on how to generate traffic using only free methods. Because it is possible, you don’t need to speed a single cent, it may take time, to say honestly, I’m not going to beat around the bush with you. You get better chances by paying for your advertisements, but at least you get a fighting chance with some of these free methods I’m about to tell you.
Take advantage of online forums and online communities. The great thing about forums and online communities is that you can target a certain group that fits the certain demographic that you are looking for. You can discuss lots of things about the niche that you represent or offer. Another great advantage is that you know what you are getting into and you will be prepared.
With online communities and forums, you can build a reputation for your company. Show them what you are made of and wow them with your range of expertise about the subject, with that you can build a reputation and build trust with the people in your expertise and knowledge.
You can also make use of newsletters. Provide people with a catalog of your products and interesting and entertaining articles. If you make it really interesting and entertaining, more people will sign up for your newsletter and recommend it to other people. The more people who sign up for your newsletter, the more people there will be that will go to your site increasing your traffic.
Another great idea is trading links with other sites. You don’t have to spend a cent. All you have to do is reach an agreement with another webmaster. With exchanging links, the efforts of both sites will benefit both sites. Every traffic that goes to the site could potentially click on the link of your site and visit your site as well. This works well especially when both sites feature the same niche.
Write articles that could pique the attention of people that have an interest in your product. Try writing articles that will provide tips and guides to other aficionados. Writing articles that provide good service and knowledge to other people would provide the necessary mileage your traffic flow needs.
Many sites offer free submission and posting of your articles. When people find interest in your articles they have a good chance of following the track by finding out where the article originated. Include a link or a brief description of your company with the article and there’s a great probability that they will go to your site.
Write good content for your site. Many search engines track down the keywords and keyword phrases your site uses and how they are used. It is not a requirement that content should be done by a professional content writer. You could do you on but you have to make content for your site that is entertaining as well as informational. It should provide certain requirements as well as great quality.
Generally, internet users use search engines to find what they are looking for. Search engines in return use keyword searching in aiding their search results. With the right keywords, you could get high rankings in search engine results without the costs.
All of these methods and more will drive more traffic to your site for free. All it takes is a bit of effort and extended man-hours. Learn all you can about the methods depicted here and you will soon have a site with a great traffic flow without the usual costs that come with it.