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Keyword Strategy: It's Not Just for Websites Anymore

If you mention the phrase “keyword strategy” to most business execs, they associate it with online content. What business wouldn’t want to grab the top spot on Google for organic rankings or PPC ads? To do so, you need to compete for specific keywords. However, let’s not forget that your target audience is still becoming aware of your business via offline marketing/tools, as well. And when they do, is the message remaining consistent across all communication channels?

Keep the conversation flowing.

Today’s consumers switch media streams fluidly. How many times have you sat at home, watching TV while browsing the Internet on your laptop? You aren’t alone. Approximately 75% of consumers use TV and the Internet simultaneously. If Mr. Peter Prospect views one of your commercials, and then goes online with his smartphone to find out more about your business, you want your brand to continue the conversation with him without skipping a beat. Your keyword strategy is the link.

Let me give you an example. Back in 2002 AT&T ran Super Bowl ads to introduce m-life, their mobile initiative. After watching the ads, many viewers went online to search for more information. However, AT&T forgot to purchase any relevant keywords. Consumers couldn’t find the additional information they wanted. Now a decade later, the reverse scenario has become the norm. Many businesses focus on capturing the top spot on search engines, but forget to integrate that strategy in their offline content.

Get your marketing teams working cooperatively.

It’s common for businesses to run marketing campaigns on the airwaves, in print media, and on the Internet to achieve the best visibility for their organizations. There will be specific keywords that you will use across all of these to capture your target audience’s attention, to create frames of reference, or to influence some specific action. These phrases can zero in on your brand, your location, and features and benefits of your products / services. If you have an intern managing your social media, an SEO firm overseeing your other online content, and another agency supervising your offline PR, they need to be leveraging the same keyword phrases.

When you launch new components of your marketing strategy, make sure you get all the marketing players involved. Whether you have a team of marketing pros on your payroll or you outsource various aspects of your marketing strategy to agencies, all people involved in developing and managing your brand -- online and offline -- need to be communicating with each other. If they aren’t, how can you expect them to keep their messages about your business consistent?

While in some cases your SEO firm may take the lead, your social media specialist and your PR reps can create new content that enhances what your SEO firm initiates. Without coordination between these players, you’re taking a shotgun approach to marketing which doesn’t work well. Your keyword strategy plays a critical role by creating focus. Keywords are the phrases that your audience uses when search for the products / services you offer. If your various marketing entities run campaigns with keywords independent of each other, you create keyword competition and brand confusion.

For more information about developing a marketing strategy that keeps the conversation consistent across all touch points, call us at (410) 366-9479.

Dina Wasmer is President of Incite Creative, a marketing and graphic design firm that provides online and offline brand-building services and strategies for small-to-middle-market businesses and non-profit organizations in the Mid-Atlantic region. Additionally, Dina is an adjunct professor at the University of Baltimore teaching typography and graphic design principles. For more information, log onto www.incitecreativeinc.com or contact dina@incitecreativeinc.com

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