Companies spend a lot of money developing their brand. From image to terminology, brands want to control how they are viewed. This is important and must be taken into account through the marketing communications efforts.
SEO Keyword Selection
When developing content for the website, and especially when creating content for the blog, SEO considerations must be high on the list. This can be a challenge for many in mark com.
Brands try to make their product unique within the market. This makes sense and can pay off as buyers move along the purchase process; they see a distinction from the competition.
As consumers start the purchase process, they don’t yet know the brand attributes. Instead, they search for products or services using more general terms or industry terminology. These are top of the funnel terms.
Top of the Funnel Keywords
This means brands need to develop site content and blog content that is targeting the full length of the purchase funnel.
To be part of the final consideration set, a product or service has to first get the consumers’ attention at the top of the funnel. Doing this means sounding like all the rest in at least a portion of the content published on the website or blog.
It may mean swallowing some brand pride, but if you want to get to the consderation set, you need to use terms that are commonly searched for among the target market at the top of the purchase funnel.