Whilst brands have been aware of the multitude of touchpoints, they have woken up to the idea that the journeys are complex and complicated, that people are savvy and make more informed decisions. Brand awareness is important, but relying on brand campaigns alone to deliver brand awareness is missing the point. People want to know about what businesses stand for, what they think, how they can help, what other customers think of them, how they operate and how they treat their employees.
If bigger brands aren’t visible
Aren’t discoverable for the non-brand search list to data terms that matter to people – long tail, behavioural or demand driven – they miss out on discoverable brand awareness.
My last but no less important reason why brands are waking up to search is that the very reason why so many brands have not prioritised SEO. It is because SEO often starts out as a small snowball rolling down a mountain, bothering no one and seemingly achieving little. For the bottom of the funnel focussed marketers, that’s not an option. However, once SEO gains velocity and mass it can become a dominating avalanche that is hard to stop.
We are living in disruptive times
(Or turbulent times as someone said this week). Pandemics buying the device that will let players to wars, looming recessions and macro economics that threaten to pull the rug out from under us. As many of us will have experienced, during these times of disruption one of the first things to go is the marketing budget.
But our businesses don’t stop. They can’t stop, they are how we pay the bills. And as the pandemic demonstrated, the businesses that had underpinned their marketing by investing in SEO were often better able to weather the storm than those that hadn’t, because they could cut their marketing budgets and benefit from that SEO momentum.
Takeaways
- Search is the market
- Search enables us to europe email be present at all times
- Search is there in times of trouble
We have a 70-strong team of search and digital marketing experts at Vertical Leap, and we’ve been helping companies like P&O Cruises, KFC and Amazon get found online for over 20 years. Get in touch on 02392 830281 or drop us your details and we’ll call you!
