Rebranding is can be a common business move for companies both big and small. There are several reasons why a company might consider a new branding strategy, whether it’s to shift the perception of their brand or display their progression with an evolving market. Your brand and corporate identity are crucial aspects of your business, which relies on these messaging cues to make the connection between your customers and the company. It’s important to continuously evaluate your brand to see if it’s still making a profitable impact on the market. Here are several reasons why your company might want to consider a new branding strategy.
Your Brand Name No Longer Reflects Your Brand Vision
As your business grows, what seemed like a great name and logo 10 years ago may not be so effective today. Sometimes changes in cultural context, audience recognition, or simply a shift in company vision merits a new branding strategy. Whatever the case, a dated brand can slow you down if it’s not keeping up with the overall mission of your company.
Repositioning in the Market
Your branding should always reflect your company values, identity and the particular market you’re trying to reach. If you’re attempting to reposition yourself by providing a new product line or altering your audiences’ perception of you, a rebrand should also take place. This may call for a logo or tagline change, all the way up to a complete website makeover. A strong branding strategy will move in harmony with your company’s position in the market, accurately showing the value you provide.
You Need to Differentiate
Competitive differentiation is a vital component of your branding strategy. If you have a limited pool of clients despite your excellent services and overall positive feedback, you might want to look at your branding. Does it stand out from the crowd, or is it lost in a sea of competitors? Adjusting the visual aspects of your business to capitalize on unique value propositions will improve your visibility to consumers.
Stay Current in an Evolving Market
At times, you might find yourself considering a rebrand just to keep your company competitive in an evolving market. The “cutting edge” changes constantly, so you wouldn’t want your brand to get left behind. A new branding strategy allows you to redefine your company with the goal of reaching new and untapped audiences. While this can be a challenge, it is worth the research and effort to ensure that you stay on top of demographic shifts and change in consumer appetite.
Take Your Brand to the Next Level with Strategic Marketing
Strategic Marketing is a full-service advertising agency, offering over 25 years of experience. We’ve helped businesses across many different industries establish powerful branding strategies within their relevant markets. Through various traditional and digital marketing tactics, our specialists can determine the most effective strategy based on your goals. Whether you’re looking to launch a new brand or update what you already have, we can help get your brand noticed. Contact us today by visiting our contact page or calling (561) 688-8155 to learn more.
Pay-per-click (PPC) advertising is an effective way to bring qualified traffic to your website. If you want your target audience to find your business and convert into customers as soon as possible, PPC is the way to go. Your ads will reach the top of the search engine results page almost as soon as your campaign is launched. Relevant keywords, compelling ad copy and well-designed landing pages will help to ensure the success of your PPC advertising campaign. However, there are more things to keep in mind if you plan to optimize your campaigns to the fullest. Below are several important tips that will help you drive the best results for your PPC advertising campaigns.
Set Your Goals
Before you dive into optimization tactics for your PPC advertising campaigns, you should first define your goals. What exactly are you trying to accomplish with your PPC campaign? Do you want to communicate a branding message, get more traffic to your website, generate sales, leads, downloads, conversions and so on? Once you set these goals, you’ll be able to implement tactics that are tailored to your predetermined objectives. Holding your campaigns accountable to your goals will also keep your PPC advertising streamlined and relevant to the interest of your target audience.
Optimize Landing Pages
Your landing pages greatly contribute to the success of your PPC advertising campaigns. Thoughtful design and applicable messages go a long way. It is important to make sure that visitors get exactly what they clicked for on the PPC ad. Search engines are happy when your landing page content is related to your ad copy and the product or service being offered. Irrelevant content can result in decreased visibility on the results page and discourage your target audience from finding your business. Be sure to write content that will engage the viewer and integrate well with your ad copy to produce a high-performing PPC advertising campaign.
Utilize Site Links and Ad Extensions
Site links and ad extensions provide users with more opportunities to convert on your website. Rather than having one call to action in the headline, site links allow you to include additional calls to action in your ad copy. For example, adding links to top products, sales promotions and other relevant locations on your website will guide users down the funnel. Ad extensions enable you to provide a phone number, address, or other means of getting in contact with your business. Not only do they deliver more conversion opportunities, site links and ad extensions are a great way to test different calls to action in order to entice the user and achieve higher click through rates.
Pay Close Attention to Keywords
Keywords are an integral part of your PPC advertising campaign. There is no need to waste time or money on keywords that aren’t performing, so be prepared to put time into keyword research. You’ll want to find your campaign’s “sweet spot”, where you’re earning as much as possible while paying the least per click. This may take some trial and error when it comes to keywords, so you’ll have to consistently track their performance and plan your bids accordingly. Furthermore, bear in mind that adding negative keywords, which are words that are unrelated to your campaign, is an important step. Review your reports to make sure that these keywords aren’t available to users when searching for your products and services.
Test, Test, and Test Some More!
To get the most out of your PPC advertising, you’ll want to continually test your campaigns and collect as much actionable insight as possible. A/B testing keyword sets, geo-targeting options, promotions, page layouts, call to actions and even button colors will improve the effectiveness of your PPC campaigns. Since the goal is to find prospects who will convert, you should pay equal attention to your website and landing pages as you do your ad copy. Once you start identifying trends in your test results, you can expand upon the data and capitalize on well-performing elements of your campaigns.
Integrate PPC with Organic Search Marketing
Combining your PPC advertising with organic search marketing will enable you to rule the search engine results page. Establish yourself as an industry leader by dominating both the organic results and the paid ads section. This will help you cover your bases, since many consumers trust the organic results more than the paid search ads. Effective search engine optimization (SEO) will improve your rankings in the organic results. When PPC is integrated with good SEO, this can increase your bottom line and lead to a positive outcome for your campaigns.
Need More Help Optimizing Your PPC Advertising Campaigns?
Strategic Marketing is a full-service advertising agency that has developed a proprietary pay-per-click platform that manages your PPC advertising from start to finish. SmartClick serves your PPC ads across all major publishers, including Google, Bing and Yahoo! This powerful solution offers conversion tracking and 24/7 optimization in a user-friendly dashboard. Easily monitor your campaign’s performance, receive automatic keyword adjustments, budget allocations and even record phone calls for quality assurance. Take advantage of all that SmartClick has to offer and start optimizing your PPC advertising campaigns today. To learn more, contact us or call (561) 688-6155