Branding & Traffic Acquisition in New Keyword Markets
Let’s say you’re fighting for visibility within an aggressive market. It’s proving tough to slug it out toe to toe with the category leaders.
Traffic acquisition via established channels like Pay per Click (PPC) is expensive and delivers questionable results in terms of visitor value – too many bounces, too little engagement.
What you really need is a new space to play within.
C&M jumps at this kind of challenge. We like to advocate an ‘outside in’ approach to brand positioning when markets are crowded. Rather than focus solely on what you have to hand, we prefer to look at alternate areas of customer action and take you to those places.
This is a guerilla-style approach to online PR, brand development and traffic acquisition. It involves lots and lots of keyword and social media research to see what other things your targets are interested in, and then aligning your story and your content output with these trends so that you’re able to make new impressions in new domains.
The smarts are best illustrated by a quick experiement…. If you’re in the business of software apps for sales support, you might choose to optimise your content around the term ‘CRM.’ This would give you an audience of around 600 searchers per day on Google. Unfortunately, it would also put you in direct competition with 129 million other web pages that are optimised on that term.
Alternatively, if you were to focus your keywords and content around the concept of ’sales management software’ you’d have a total audience of around 50 searchers a day; and using this route, you’d be up against approximately 150,000 other pages. Clearly the traffic acquisition opportunity for ‘sales management software’ searchers is far more attractive than for ’CRM’ searchers….
Think of this technique as a ‘pitching’ activity. Like selling umbrellas, it’s no use wheeling them out in Rio because your customers won’t be focused on the rain. Instead, we help you to prime yourself so that you’re ready to pounce in receptive markets (like London, year round).
In marketing terms this is all about relevancy. If your current market is too noisy or just not interested, then it’s far more cost-effective to find a new place where you can appear more appealing.
As such, we establish new keyword markets for you and generate new content offers that align your story with these new arenas – and pull the traffic in via fine-tuned, low cost PPC campaigns, blog and social media engagement campaigns and organic SEO.
The key to success here is to identify the content requirement as the first order of business, and only then to devote time and attention to new content offers and traffic acquisition campaigns. By doing this, we usually find that we can establish new traffic and conversions at below the £1 mark.
Doug Kessler, Creative Director, Velocity: "We've worked together on a number of tough PPC and search acquisition projects where we've wanted to increase volumes and keep a lid on costs. This stuff works. We've been able to get knee-deep in keyword research and come up with some gems that have helped us stake new ground and get great results."
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