It’s interesting how many businesses act like 
SEO is in a different department than marketing… “oh that’s IT.” This is a real problem for people who implement SEO because the expectation is often: “go do your technical thing to get our site ranking but don’t expect any help from us, that’s your job.”
This kind of thinking might have worked out fine a few years ago but today the search engines treat sites that don’t engage as not so useful – and that impacts search rank. “But it’s just a program, how could it know what’s engaging or not?” Oh my friend, the algorithm is a program, but don’t be naïve, that’s not all search engines have at their disposal to evaluate and rank sites today.
Continue reading “Does SEO Support Marketing or Does Marketing Support SEO?”
Tags: authoritative content, brand management, content marketing, link building, search engine optimization
So what exactly makes content “sticky?” Are we talking some 
type of adhesive or is it more of a gel? In the online world, sticky means good things…particularly when you’re talking about content. When it comes to the Internet, “people go online for hard facts and information,” says Enzo Cesario, Chief Creative Officer of Brandsplat. “But if you can make those hard facts and information entertaining in some way, you’re one step ahead.” Sounds simple enough, but as Enzo goes on to discuss in his recent Capture Commerce interview, creating pass-along content is much easier said than done.
There isn’t much of a difference between “sticky content” and “infotainment” – both do the same job. Infotainment requires that you “start with the premise that nobody really cares about a product or service…and [if you] approach your marketing efforts as such, you will soon see that your main goal is pretty simple; to just get people to like you/your brand/your product/your service.” This is very literally true in the cases of social media outlets like Facebook and Twitter that allow your clients to tangibly express affection for your product by Liking or Following your brand.
Continue reading “What is “Sticky” Content?”
Tags: audience engagement, brand management, infotainment
Capture Commerce recently had the pleasure of speaking 
with Enzo Cesario, resident online brand expert and Chief Creative Officer at So Cal’s Brandsplat. Enzo had some interesting thoughts concerning brand marketing in the digital age, and he pulled no punches when addressing Twitter as a marketing component. As it turns out, Twitter is a lousy sales tool. Here are a few ways you can maximize your online branding strategy without Tweeting until your fingers fall off…
Remember that Twitter alone won’t sell: As Enzo puts it, “From snake oil salesmen of the wild west, and even as far back as the Senate of ancient Rome, people have always pitched their wares in a public space.” This means that Twitter is in no way a sensational information dispenser, just a new medium. It’s hard not to feel like you’re doing some good by constantly talking about your brand on Twitter, but remember that essentially yelling about your product won’t get it done. Enzo hates when clients ask him “how to get more followers on Twitter,” as getting followers is such a small part of a bigger issue. The real money comes in engaging customers, not just beating them over the head with the same message.
Continue reading “Twitter is a Lousy Sales Tool”
Tags: audience engagement, brand management, twitter
What if finding out what your customers are saying about your service or product was as easy as typing in your company name or product into a search bar? Once searched, you met with real customers talking in real time about your company and products. With Twitter this is possible. Using the search tool for Twitter, you can search all the Tweets made by every user in the Twitter network in real time. This can be a very powerful tool for your company to leverage in managing your brand online. Imagine that your company rolls out a new product and you want to see how it is being received by the public. Simply search Twitter for the name of the product and see if people are talking about it. If people are talking on Twitter about it you will see in real time what they are saying. If your customers are having any problems with the product you will know right away and can send them a message as to how best solve their problem. You Continue reading “Use Twitter for Brand Management and Market Research”
Tags: brand management, market research, twitter
