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Branding Archives : Bruce Clay Blog

March 28, 2014

How to Build Your Brand with Google+ Hangouts On Air

122-startHOA-featured

Most businesses today have accepted social media as a necessary part of a content-based marketing strategy. On Twitter you can communicate short-and-sweet deals, tips, news headlines, and photos of the flavor of the day. On Facebook you can run contests, post pictures, and link to blog posts. But how many businesses realize the opportunity that is Google+?

More than just another social platform, Google+ offers SEO, branding, and audience-engagement benefits. Its integration with Google search and all Google products brings undeniable SEO benefits beyond those of other social media platforms. But its Hangouts On Air feature, in particular, can be a real game-changer that helps brands build traction and expertise in their field faster and more cheaply than any other way. Here you’ll discover:

• Why you need to be on Google+ (and why it’s “just dumb” not to)
• How to host a Hangout On Air for maximum brand benefit
• How to build your brand by attending HOAs, too

Read more of How to Build Your Brand with Google+ Hangouts On Air




July 27, 2012

On the Shoulders of Olympians: Search Marketing, Content & the Games

Olympic T-shirt from GAP

Looking for the start time of tonight’s opening ceremonies broadcast for the Olympic Games, I ended up getting my info from LATimes.com.

After reading about the spectacle in store tonight, I thought about how stoked the news site must be to land my traffic. And how SEO smart they must be. I wondered what they were doing to be among the top ranked results for those looking for info on the opening ceremonies. And why did I choose that link among those listed?

Read more of Marketing Gold: Opportunities in the Summer Olympics.




May 22, 2012

Why Customer Service Should Be At the Core of Every Social Media Strategy

Customer services

It was a Saturday morning, the scent of rain filled my room and I could heard drops of rain outside my window. As a rain lover I was excited at first, but then I thought to myself, “crap, is the farmers market open rain or shine? I really need a new bar of soap.” The only means of communication for the farmers market was Facebook and Twitter. Surely on the day of the farmers market they’ll respond. I waited, and waited, and waited… no response. It was that day that it hit me.

No matter what your reasons for engaging in social media, customer service has to be at the core of everything you plan.

Read more of Why Customer Service Should Be At the Core of Every Social Media Strategy




April 25, 2012

Who’s Doing Social Media Right? Weigh In Here

Meditating on Brand Harmony

Here’s an interesting mid-week read for you: Social Media Advertising Is Set to Explode. Who Will Control It?

The short story: Industry watchers, really everyone reading this, saw social media marketing cut an unprecedented fast track for business adoption and budget. Now all hands are reaching for a piece of the pie; that’s PR, advertising, digital media, and social media agencies all staking a claim to the financial bounty that comes with controlling the new media budget. But which arm of media management or communications would best serve social on behalf of business? Before any business can choose, the AdAge article warns of three social media misconceptions that can muddy decision making.

Read more of Who’s Doing Social Media Right? Weigh In Here.




April 4, 2012

New Study Suggests How to Leverage Consumer Motivations for Email and Facebook Marketing

Marketers live at the powerful intersection of research, psychology and sales. We study people’s motivations so we can convince them to buy our products and services. Our aim to influence public opinion on behalf of brands and business is an endgame shared by all of society’s major institutions, from politics to religion to parenting.

While underlying human motivations don’t change much, our means of communicating do. The research around how consumers use media to interact with each other and with businesses give us marketers hints on the tone and message we can use for marketing on each channel. A new study gives us another data point on what motivates consumers to interact with brands on two specific channels: email and Facebook.

Read more of New Study Suggests How to Leverage Consumer Motivations for Email and Facebook Marketing




March 29, 2012

I’m a B2B Company, Should I Be Using Pinterest?

Every time a new media channel emerges, gains popularity and shows data on reaching people and potentially driving revenue, everyone wants a piece of the pie. A B2C company might not have to think twice about joining Pinterest, but what about B2Bs? What if your product is “services” – does it make sense for you to use Pinterest to reach your target market?

The allure of Pinterest from a Web marketing perspective and one of its main selling points for B2Bs is to drive traffic to your site (and then hopefully convert community members into clients someday – right?).

While we can’t argue the value of social, it’s not always directly related to the bottom line, so it would seem reasonable that Pinterest could be yet another avenue to reach and connect. But, before you go jumping on the bandwagon, remember that money is on the table.

Read more of I’m a B2B Company, Should I Be Using Pinterest?.




March 20, 2012

Protecting High-Value Branded Search Terms – SESNY

Links of London, a jewelry brand has stores in USA, Canada, Europe, Japan. Their iconic products are the Sweetie and the Friendship bracelet, and have given the most problems and the most success. Counterfeiters have tried to capitalize on the brand. A luxury goods study shows that counterfeit sellers divert 120 million annual visits from brands, equivalent to 47% of traffic to a brands’ core e-commerce sites. 1100+ sites contain a luxury brand name in the domain name (cybersquatting).

How does this relate to search?

Traffic lured to rogue sites via paid search campaigns:

  • increase cost of branded search terms
  • negative impact to overall e-commerce success
  • decrease in customer confidence for the brand

Read more of Protecting High-Value Branded Search Terms – SESNY




February 28, 2012

SMX West 2012: Does Google Favor Brands? An In-Depth Look

SMX West logo

Setting aside whether Google loves brands or hates brands or whatever, what should webmasters and marketers do about it? Our hashtags for this session are #smx #13B. Aaron’s up first.

Brands: The Question

It’s not if a small site can succeed against all odds, it’s what are the trends and biases.

  • Classical relevancy signals: domain name, anchor text, link diversity, keyword
  • Search Behavior: search volume and CTR, few back button clicks, repeat visits, query chains
  • Passive User Monitoring

Read more of Does Google Favor Brands? An In Depth Look.




February 23, 2012

Everything You Need to Know About the Facebook Subscribe Button

The Facebook Subscribe function launched late 2011, and many have since adopted it as a way to share content and gain reach — further than they had been able to before. But, without access to hard data, some are questioning if it’s worth it to them, while others see it as a powerful way to market. If you haven’t made the decision on whether or not the Facebook Subscribe button is right for your business objectives, read on. We’ll dive into the “whys” and “hows” of the Facebook Subscribe function, and what people are saying they’ve discovered about it since it’s inception in September 2011.

Read more of Everything You Need to Know About the Facebook Subscribe Button.




February 16, 2012

Authority + Trust = Conversions

Yesterday, I had an interesting encounter at the grocery store that truly demonstrated the power of trust and authority on conversion.Two women, who had never bought almond butter in their lives, decided to do so because they heard it helped with a good night’s sleep on The Dr. Oz Show.

They didn’t even know how it worked, but they didn’t care. They trusted the authority of the information presented in the Dr. Oz show and it moved them to action. Today, we’re going to talk a little bit about establishing authority and trust through various mediums in a way that moves people to act.




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