How to Create a Unified Brand Strategy (SEMrush)

How to Create a Unified Brand Strategy (SEMrush)

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I recently gave a webinar at SEMrush for my new log analytics startup Logz.io on how to integrate traditional and online marketing to unify one’s brand messaging. My presentation and notes are below — I hope people will find it interesting!

Slide number and commentary:

3. One thing I’ve often seen is that marketing agencies and departments operate inefficiently. Sometimes they divide “traditional” and “online” marketing — which is a bad idea — and other times they put “SEO,” “social media,” “PR,” and “PPC” — among others into their own boxes.

4. When this happens, SEO people write their meta titles and descriptions along with website and landing-page text. Social media people write profile and post text. PR people write press release and pitch text. PPC people write ad text. When this happens, different functions write different messages — and different messages create brand confusion in the minds of customers. And confused customers do not buy.

5. So, I recommend that the entire marketing process be revamped. Based on traditional communications theory:

The sender creates a message that is put into a piece of content. The content is transmitted via a selected channel to a receiver.

The same process occurs yesterday and today:

  • Old version: Product descriptions (message) are put into a sales catalogue (content) that is mailed to a mailing list (channel).
  • New version: Information (e-book) is put into an e-book (content) that is sent via LinkedIn (channel) to page followers.

Marketing departments and agencies should operate along the same lines to unify branding everywhere.

6. Strategy’s job (in part) is to research the audience. Different demographic segments have different needs, fears, and desires and respond differently to different messages.

7. After you know the product and the audience, then create an overall positioning statement — what will be a summary of your overall marketing strategy in one to two sentences.

8. and 9. Supporting messaging and competitive differences go into more detail based on what the positioning statement describes.

10. Co-occurrance (often incorrectly called co-citation) is the idea that your website will rank for the terms that also often appear on pages that mention and/or link to the website. If your website is mentioned on pages that talk about “purple elephants,” then you may rank highly for that phrase because Google may associate your site with the phrase (intentionally or not).

So, include your targeted keywords in your messaging and positioning so that the terms will appear everywhere that your website is mentioned.

11. Strategy does the research and decides upon the overall branding strategy. Creative puts that branding into all of its content and marketing collateral. Communications uses that branding in its PR and publicity work. (Audit then analyzes the marketing results.)

12. to 16. By eliminating silios and having a single marketing and communications process flow, the desired branding will occur everywhere naturally.

17. PR is often ignored by digital marketers. But it’s crucial. The PR process should also communicate the strategic branding — this way, reporters and bloggers will be more likely to use your desired branding to describe you in their articles.

19. Don’t forget about this slide with links to more information!

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