By Roee Ganot
In some respects, branding is always an aspect of any type of marketing you do, including performance marketing. However, strictly speaking, branded marketing has more specific goals that are at another stage entirely from performance marketing.
Here’s a brief look at what the two types of marketing entail, why they are used, and how they can help you meet your goals:
Brand marketing is meant to help companies or websites that are just getting started to get the word out about what they have to offer.
In some cases, brand marketing can also be used to get exposure for a company that has been struggling to attract attention or customers. The company could have been operating for months or more without any results and wants to make a concerted effort to establish brand recognition.
Companies can also start a brand marketing campaign when they want to redefine their image.
The primary goal of a brand marketing campaign is simply to establish more widespread recognition of the company name, its products or services, and its values.
For example, when people talk about women’s shoes, you want them to be thinking about your brand name if you sell women’s shoes. The goal isn’t necessarily to get customers to buy those shoes right now, but rather to associate your brand name with women’s shoes so that anytime the discussion comes up, they think about your company.
An SEO campaign would focus on a combination of both brand name and keywords. The goal would be to get the company to come to the top of search results whenever someone looks for terms related to the products or services the company provides.
Over time, seeing that name often enough will cause customers to automatically think of the brand when those products and services are mentioned.
This type of campaign should also include social media. That means using plenty of on-page SEO for social profiles, posts and ads. The more people engage with your profiles or talk about your brand, the bigger the boost your branded marketing campaign will get.
After you have established a strong brand reputation, you will want to focus on moving customers through the sales funnel. At the end of that funnel are sales, which is where performance marketing comes in.
Performance marketing has specific goals, and it can be measured with specific metrics.
The goal for performance marketing cannot simply be “more sales.” It must be a specific number or percentage of sales over a certain time frame. For example, you may want to increase sales by 10 percent over the previous quarter.
It is also better to narrow your focus to sales of a specific item or service. You can focus on sitewide sales, but that will require a much larger SEO campaign and a much bigger financial investment. Narrowing your focus allows you to get results faster and with fewer resources.
Your SEO campaign should focus on primed keywords when you are engaged in performance marketing. Therefore, instead of using keywords like “gold rings” or “sapphire pendants,” you Go to the full article.