Digital marketing and SEO have become a major part of the law firm web marketing world in the past ten years. Despite this, the fundamentals of branding are still vital for law firms to thrive on the web.
Branding gives support to online marketing efforts. Brand names boost online marketing by driving direct marketing, it is included directly in the algorithm by Google and draws links better than non-branded content. This is mainly achieved by keeping ones branding efforts consistent and up to date.
Building ones brand leads to the second largest traffic driver that is direct traffic. Many users come to ones website via social media channels, or through other websites that one has linked to one’s site.
There are those who type in the actual URL of one’s website. When business owners add directory listings, blog posts and social content to their brand identity and values they help suffers remember their name and this boosts direct traffic.
For instance when one is scrolling through their Facebook page and see a product that they may need some day for five to six times then the product stands a chance of being memorable. Most probably when one will need the product they will type in the name of the product in Google search. At times one will type in the first few letter of the product or the URL and Google will direct you to the website.
According to David Ogilvy, a brand is the intangible sum of a products attribute. The attributes have to be unique to attract the desired consumer market. Every consumer has what they value. There are those that value price over quality while other value quality over price. Companies that have a brand name enjoy direct hits from consumer searches in the internet.
Consumers understand a brand through its consistent messaging while Google work with its algorithm to understand what a brand offers and to whom. When people search for a certain term it attracts the search engines attention. The “follow” links that appear give a strong indication of authority in Google searches.
Online and offline marketing can work hand in hand to build a brand and traffic. Commercials, trade shows and sponsorship are an offline way of branding efforts. Online mentions of a company such as through social media drive people visit the site.
A website that has clear and meaningful branding and good SEO practices will do best than one that does not have these characteristics. Google gives more link juice to companies that have invested in their branding. Acquiring links is a rigorous exercise that takes up time and money. It also requires creativity to earn an authentic link for one’s page.
A study has shown that one looking for a good link one needs to choose companies with a recognizable brand name that is recognizable. Branding is simply building a business identity. It is a way of defining ones business to the internal and external audiences. When building a business brand ensure you know what your purpose of the business. Web marketing helps to better ones online brand presence this is by understanding what sets your brand aside.
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