Jeremy will join SEMrush on March 5 for a free webinar, “Find the Words That Stick: Make Your Brand Googleable." Learn more about the webinar after the jump!
Nothing will accelerate your brand, or your clients’ brands, more than achieving Simple Clarity. This is the ability to describe your business and what makes it unique in ten words or less.
When you achieve Simple Clarity, it makes your brand easier to remember, easier to refer and easier to talk about. And it gives your brand credibility, because you can speak about it with authority.
But finding Simple Clarity — finding the words that stick — can be elusive.
To find the words that stick, think like Google. How do your customers think about your brand when they are looking for your products or services on Google?
Google Influences Your Brand
Like it or not, Google shapes your brand. It influences your positioning, core messaging and communications. It influences how you speak to your customers.
Our constant interactions with Google have conditioned us to think and search in phrases. We type in statements or categories to find products and services.
For example, if you’re looking for an accountant in your area you may search “accountant + [your city].” You may narrow the search further by typing “small business accountant + [your city].”
Notice how factual these phrases are. They do not have a benefit statement nor a value proposition. They are simple, categorical statements.
This is Google’s influence, and this is the essence of good brand messaging today. Can you make your brand fit into a nice, simple, Googleable phrase? This is an example of Simple Clarity.
Divide Your Brand Into Building Blocks
I’ve never watched an episode of “Dragnet” (a TV show from the ‘50s), but Joe Friday’s catch phrase is stuck in my head: “Just the facts ma’am. Just the facts.”
That’s what Google is all about — the facts. Instead of developing a creative elevator pitch to describe your company and what makes it unique, divide your brand into building blocks:
- Category: What is your industry or business?
- Specialization: Does your business specialize in a niche or vertical market?
- Location: Where is your company based? Do you serve customers in specific regions?
- Customers: Who does your company serve?
- Trigger Events: What issues or situations propel your customers to seek out your products and services?
You may not use all the building blocks listed above. Choose the ones that are most relevant to your customers.
What Phrases Do Your Customers Search?
You don’t have to assume or guess what phrases your customers are looking for. Leverage the insights you glean from search marketing and search engine optimization to find Simple Clarity.
You can examine the phrases most used on your competitors’ websites. You can look at common search phrases and where they lead. You can analyze keywords coming into your site, and how they may be linked to the building blocks of your brand.
These phrases are very important because they are the language of your customers. Pay attention to what phrases people are searching for and how you can adopt those statements into your brand marketing.
Let’s Explore This Topic
Join me and the SEMrush team for a free webinar. Let’s go deeper into this topic and find the words that stick for your brand. We will examine why you need to make your brand Googleable, and practical, tactical ways to achieve it.
The webinar is on Thursday, March 5th, 2015 at 12:00pm EST. Sign-up at SEMrush.
You will learn how to:
● Accelerate your sales by applying Simple Clarity to your brand. ● Package your brand and what makes it unique in ten words or less. ● How to use search traffic and keywords to find the words that stick.
As an exclusive offer, webinar attendees will receive the Sticky Branding Workbook for FREE. It's a beautifully designed companion guide for my bestselling book, Sticky Branding. The workbook provides tools and resources to use along with the exercises at the end of each chapter of the book. Attendees will also be given access to a FREE 30-day trial of SEMrush Guru, with which to search popular terms to aid their Simply Clarity constructs.
I’m really excited for this webinar. We’ll get to look at some practical ways to make your brand stand out and perform well on Google. I hope you can join us! Register today!