When Developing Your Next Marketing Campaign, Don’t Forget About SEO

Search Engine OptimizationWritten by Guest Blogger: Chad Thiele, Marketing Analyst and Strategist

Smart marketers know the importance of providing the information that their customers are looking for not where they think it should be, but where their customers think it should be.

Providing a clear and consistent message at every touch point can potentially determine whether or not you make a sale.

In her book, “Marketing in the Age of Google,” Vanessa Fox, former Google employee and founder of Nine By Blue, explains how the effectiveness of one medium can be diminished if you forget to look at the other ways that your customers can interact with your brand.

Fox mentions that while traditional advertising will cause a certain number of potential customers to visit your store, call you, or type your domain name into a browser, there is also a chance that your potential customers will use their favorite search engine to look for additional information about your brand.

As she explains, “Offline advertising can drive searches for both the ad taglines and the products themselves.”

For example, when Apple started airing their “I’m a Mac” ads in 2006, it caused search volume for this phrase to increase at a steady pace.

This could be considered a win for Apple, because at the time the book was written, Apple.com was listed as the first two results for the search phrase [I’m a Mac]. (Note: This advertising campaign officially ended in 2010.)

Don’t Drop the Ball During the Big Game

In contrast, Fox explains that other companies haven’t been so successful in integrating television commercials with organic search.

During the 2009 Super Bowl, Hyundai sponsored the pregame show and ran ads throughout the game, and spent approximately $13.5 million in the process.

Hyundai understood the importance of allowing customers to interact with their brand online. They even went so far as to send customers to edityourown.com, a site that combined interactive elements and social media components and encouraged visitors to create their own videos that starred the Hyundai Genesis Coupe and share those videos with their friends.

According to Fox, shortly after the commercial aired, Google’s Hot Trends showed that interest spiked for both [Hyundai Genesis Coupe] and [Edit Your Own].

However, here is where the marketing team dropped the ball.

Unfortunately, searchers looking for edityourown.com didn’t find what they were looking for as the domain didn’t appear anywhere in Google’s organic search results. And, even though Hyundai did buy a search ad for the query, it showed the hyundaigenesis.com domain, instead of edityourown.com, so searchers might have overlooked it.

In the end, the campaign missed a huge opportunity to drive traffic to the site that they intended to.

Just think about how much this oversight may have cost the company in potential sales.

Take This Lesson to the Streets

These examples show how search can influence the effectiveness of a brand’s television ads. However, it’s useful to keep search in mind when developing an advertising campaign in any medium.

For example, think about the billboards that consumers drive by each and every day on their way to work or the ads that are placed on the sides of buses or taxis.

If one of these ads catches a consumer’s eye, but he or she only remembers the tagline (or even a description of the ad), what is the consumer going to do in order to get additional information?

There is a good chance that he or she will jump on a mobile phone and go to Google, Yahoo! or Bing and do a search.

If consumers don’t find the product that the ad was advertising, or even worse, they find a competitor’s product, the company may be throwing money out the window.

As Vanessa Fox advises at the end of a blog post on searchengineland.com , “Don’t make your audiences search every online nook and cranny for you. If your customers are looking for you, let yourself be found.”

Be Sociable, Share!
About Karin Khuhro

Karin Khuhro is a Digital Marketing Strategist, Speaker and Copywriter. As the owner of Strategy E-ssentials she works with other savvy marketers, digital specialists and business leaders to bring knowledge, know-how and solutions to small and medium sized businesses. Connect with Karin on Google+ or Linkedin.