MediaVision Blog : Search Engine Marketing

Branding. We all know what it is, yet some still struggle with it. Building a brand for yourself or for your company can be daunting when starting from the ground up. However, to keep up with today’s larger brands like Coca Cola, Google and Paris Hilton, you’ve got to put in a huge amount of time, effort and money. For those of you clever people out there, don’t try and compete with them, unless you have budgets like theirs and are prepared to throw a lot of cash at your market. Sorry folks, but that is the only way you’re going to reach their level, unless of course you’re prepared to distribute explicit home videos and walk around saying “that’s hot” to everything. This route doesn’t come highly recommended.

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You may say that excellent content sells itself, but I say that well-written words are just not useful enough, especially if your client is selling non-tech, non-business and non-entertainment based products. One pagers of content distributed on e-zine and review sites are a shot in the dark for high volumes of traffic. Perhaps you can think of a viral idea that’s going to make a local hockey team fly out of the water. But can you think of ideas for window glazing, au pair services, locksmiths and Czech translation services, while you’re at? You may say I’m dreaming, and to that I say: you’re just asleep.

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Getting familiar with your target market can be a daunting task. It can also be very simple if you know who you are targeting with your product or service from the start. Getting the name of your brand out there, and in the faces and minds of your ideal market, is the first step to achieving your goals. However, you need to know whose faces and minds you need to expose your brand to, in order for your brand to receive maximum exposure.

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According to an article I read on the net recently, Yahoo! have been keeping busy by getting some extra exposure on radio channels in the United States, appearing as an attempt to up their game against Google. Their added features have created a new possibility of competition in the search engine industry. Yahoo!’s proactive approach carries the slight potential of disrupting Google’s comfortable spot at the top of this industry. The more exposure Yahoo! gets, the higher the chances are that some of our clients will be asking to make sure they are in the top 10, not only of Google, but Yahoo! too.

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Warren Buffett once said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” I would compare reputation management to walking through a swamp. If you know where the sturdy branches to hold onto are, you’re likely to make it through. But low and behold, you stand in an area of quick sand, or swamp water and you aren’t holding onto anything for support, the feeling of helplessness overtakes you. Once the first foot is in, it’s going to take a lot of sweat (maybe some blood) and tears to try and get back into that safe zone, ultimately saving you from eternal reputation damnation.

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When in high school my brother wore his hair in a side sweep, at a time when that flick in the front and short back and sides was the hip regulation. He waited patiently, enduring ridicule, until he left school and the Emo kids took the stage. Whereupon, he cut his hair in the anti-fashion again. What does this serve to demonstrate? That my brother is one of us.

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According to market leaders there are three winning strategies when networking with affiliates. These are achieved through implementing visionary and daring strategies, having a winning organisation with people working together for the same goal, and finally, relentless innovation. At certain strategic times it is necessary for two companies to partner up and combine their skills and resources to build a thriving functional business network.

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No one likes to see his or her neighbourhood decline as bad influences move in and disrupt established living conditions. No one likes to see the rules of social etiquette breached to such a degree that those of good standing feel compelled to relocate to a more civil and welcoming environment. We don’t tolerate malicious and inconsiderate behaviour in the real world; it then stands to reason that we won’t tolerate it in the virtual world either.

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A press release is a strictly news-structured article detailing a new development or enterprise within a company. It has excellent SEO benefits owing to its high link potential, and of course, it’s great PR. The problem comes in when SEO firms try to punt press releases through news sites, even when their clients don’t have news worthy of telling. This disobeys the first rule of good reputation management: don’t let news sites get hold of your negative press. And if you’re submitting poor, fluffy press releases to popular news sites, it’s definitely negative press.

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A website can act as a portal to your business, especially if you are an online company and rarely get customers coming into your offices. It is imperative to ensure that the impression they receive of your organisation is solid, credible and likable. An ‘about us’ page is one that allows others entering your site to learn about your business and its story. This page could be the difference between a potential client deciding to use your services or bouncing off to the next site that they were considering.

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