CLIENT: ‘What should we do as part of our brand strategy? What are your thoughts about SEO, AdWords, and a content strategy?’
MARQUE: ‘Absolutely, you need to consider all of those. If you’re not dedicating resources and budget to building your online presence, you’re missing an opportunity to build and promote your brand.’
CLIENT: ‘Awesome, how have you guys gone using SEO and AdWords for your business?”
MARQUE: ‘Yeah, about that…’
———
We’re a brand and design agency in Auckland, the largest market in Aotearoa, so why did it take us so long to take our own advice?
Much like a prospect asking us about the benefits of branding, we needed convincing that we would get a return. Plus, the industry is full of buzzwords; how could we commit to something if we didn’t really know what all those acronyms mean?
Join us in a series of blog posts as we navigate using SEO and AdWords to improve our digital presence. We’ll share our challenges, our screw-ups and our wins. So let’s get started.
SEO - The Art of Organic Growth
Our venture into SEO (Search Engine Optimisation) goes beyond just climbing the search engine ranks. We're focusing on making our online presence relevant and authentic, resonating with our target audience's needs and search queries. We’ve spent significant time working with our SEO and AdWords agency, optimising our website and crafting engaging blog content – all rooted in the belief that our expression as a brand must be genuine, valuable and true to who we are.
Adwords - Targeting with Precision
AdWords presented a unique challenge to capture the attention of those actively seeking branding and design services.
This wasn't about casting a wide net but targeting with precision – engaging the right audience at the right time. It was an exercise in understanding our market and positioning ourselves to meet their needs effectively.
One particular set of keywords was ‘employer brand’ and ‘employee engagement’. The search volume wasn’t high – but we like this type of work, and we’re damn good at it. So we decided to give it a go (remember, this is about testing and learning).
How did we go? We’ve had two awesome conversations with prospects; we converted Mitre 10 (click the link to see Mitre 10’s Employer Brand) and another is pending.
What were the search queries? Employer Branding Auckland.
A Journey of Self-Discovery
This journey isn't just about external tactics; it’s a deep dive into who we are as a brand. We ran the first two phases of the same brand strategy process we would do for our clients: the 4Ds - Discovery, Definition, Design, Deliver. We identified our strengths and weaknesses, confirmed the competitive landscape, and defined our niche. This process was crucial - it ensured that our SEO and AdWords strategies were aligned with who we are as an agency, our brand ethos, values and behaviours.
Read more about our 4D process here: About Marque.
What are Your Objectives?
What are the objectives of your brand campaign? You must articulate your goals precisely, whether it's increasing brand awareness, driving website traffic, boosting sales, or enhancing your brand perception.
For instance, if your goal is to increase brand awareness, KPIs could include social media engagement, reach, and impressions. If the aim is to drive website traffic, consider metrics such as clicks, unique visitors, and time spent on the site. Regularly review your campaign's progress against the set objectives. If necessary, be prepared to adjust your goals based on real-time data, market dynamics, or changes in business priorities.
Conclusion: A Continuous Process
As we continue this journey, we've learned that digital marketing is not a destination but a continuous process. It's about evolving, adapting, and growing in a digital ecosystem that's constantly changing. Our SEO and AdWords journey is just the beginning, a foundation upon which we'll build a more connected and dynamic relationship with our audience and our longer-term strategy for growth.
Recap: What Have We Learnt?
Integrate Digital Strategy
Integrate SEO, AdWords, and a content strategy to build your brand’s online presence. SEO takes time; AdWords will give near-immediate results, and engaging and useful content establishes your position in the market and helps connect with your audience. According to Mailchimp, “Content marketing generates over 3x as many leads as outbound marketing and costs 62% less.”Optimise for SEO
Focus on creating genuine SEO terms and words and create relevant content that aligns with your brand's voice and values. Optimise your online content for search engines. Improve website performance to improve visibility and user experience. But remember that SEO is a long-term strategy, while AdWords can provide more immediate results.Targeted AdWords
Use AdWords for precise targeting, emphasising quality and relevance over sheer traffic volume.Branded Search Volume
Track the volume of searches for your brand name or specific campaign-related keywords. Increased branded search volume can indicate heightened interest and engagement with your brand following the campaign.Brand Self-Discovery
Utilise the process to understand your brand's unique market position and strengths.Adapt and Learn
Embrace digital marketing as an ongoing process, adapting to changes and continuously learning.Balanced Agency Trust
Trust the expertise of your SEO and AdWords agency, but don't hesitate to challenge their recommendations. Remember, it's a collaborative effort where both parties contribute to the project's success.Learn the Jargon
Equip yourself with knowledge of SEO and AdWords terminology. Understanding the basics will help you make informed decisions and enhance collaboration with your agency.
Next Up
‘Making the Call to Move from our Underperforming SEO/Adwords Agency.’
