MARKETING STRATEGIES EVOLVE
When search engines first became a thing on the internet, marketers recognized that “keywords” tell the search engines what your page is about. So, if you’re creating a web page called “marketing strategies”, and you wanted more people to find your page in a search, you needed to repeat the phrase “marketing strategies” as many times as you could on the page. When you overuse a word or phrase in your text, however, it sounds ridiculous and unnatural. Some hilariously sneaky marketers decided to repeat keywords and phrases over and over again on web pages in text that was the same color as the background so that the text was hidden! That’s when Google really began working to tame the beast that is the internet. The term “keyword stuffing” or “keyword packing” is now used to describe this former technique, and it’s treated as something that will discredit your website and possibly even remove you from searches.
There have been all sorts of unfair practices around the internet’s role in marketing. The internet needed boundaries or “rules” to curb these things while also improving the user experience. Thankfully, Google and others have a vested interest in making search results accurate for the consumer. Now, the AI within web crawlers can detect deceptive practices much more intricate than simply hiding text on a page. While there’s obviously no such thing as a perfect internet, we’ve learned a lot over the last couple of decades. It’s clear that a business’s online presence is a massive piece of the overall marketing strategy, and building that properly requires expertise in a constantly evolving industry. As the internet continues to evolve, so does the way marketing experts plan and execute strategies.
Currently, we live in the age of social media, hashtags, and short, raw videos. Followers, reels, likes, comments, stories, and influencers are words that may need to be associated your online presence. Social media is another constantly evolving beast that plays a hefty role in marketing for businesses of all sizes. It’s gotten to the point that certain demographics will go straight to social media to find what they need and forgo the Google search all together. Does this mean that you don’t need to focus on Google rankings? Not at all. It simply means that business owners have to employ the right profile mix for their specific business based on their client demographics. Is it necessary to have a profile on every single platform available? No. It’s about analyzing your potential clients and creating a message that is tailored to them and delivered on their preferred platform. This could mean that you get rid of some of the platforms that you are currently using in order to focus more intently on the ones that matter. This could also mean adding a new social media platform that you have been reluctant to try, and, if we’re honest, that can be a little bit scary as a business owner. This is just one of many ways JT Creative supports small businesses. When the strategy shifts, you can be confident instead of fearful. It’s our job to know the ins and outs of the digital marketing world. We spend the time and effort that is absolutely required for effective marketing to generate sales so that you can spend the time needed to run your business.
Let’s set up a call to better understand your challenges. There are no strings attached, just 30 minutes for us to get to know each other. Then it’s your choice: we can either work together, or part as friends.
BRAND STRATEGIES EVOLVE
Have you ever seen one of those logo quizzes online? You arrive at a page with 30+ logos on the screen and you have to identify which brand goes with each logo within a certain timeframe. You can find these quizzes all over the internet. They exist because people like trivia games. But more than that it shows you the gravity of brand awareness and how powerful it is. It is amazing what you can recall about a company just because the marketing and advertising were done well. Some brands are recognizable by their logo, some by a sound or song, and some can even be recognized simply by a color. People don’t forget things that have become familiar. But a brand is way more than just a logo, a catchy tune, or a great color scheme. It’s a reputation. That’s right, those logos, jingles, and colors have the power to invoke emotions as consumers recall particular experiences, good and bad and ugly.
The bottom line is that your brand is how people identify your business and all the things they could possibly associate with it. Colors, sounds, designs, and word choices are important, but consistency is more important than anything you can do. Since branding is a marketing tool, it’s crucial that you analyze your potential clients, and really hone in on the demographics. With that granular level of data you can create an entire identity that people will recognize and associate with the products or services you provide. The key is to make yourself identifiable to people who haven’t even used your services or bought your products. People who don’t drink Coke still know that their logo is bright red.
The purpose of your brand is also as basic as uniformity and professionalism. Tangible branded materials can travel further than you can. A handful of useful items with your identity on it will only expose you to more people. But your brand needs to be able to speak to what you do. It needs to communicate your values and what sets you apart from other companies. “Brand strategy” is a popular phrase because creating a brand is one of the most strategic parts of building a successful business. It requires research, thought, and oftentimes more patience than you would expect. So, where do you start? JT Creative begins by getting to know you. We learn about your business, your passion, your vision, and your values. Then we bring your identity to life.
Let’s set up a call to better understand your challenges. This is a no strings attached, 30-minute chat to see if we could work well together. Then you decide. We can start working for you, or we can part as friends.