Seo advertising

Why Good SEO Doesn’t Always Mean Success in Digital Marketing, Marketing & Advertising News, ET BrandEquity

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One of the biggest mistakes I’ve seen in digital marketing is having an unhealthy obsession with “cracking the platform” at the expense of what works for the user. While it’s true that the internet has opened many avenues for brands, trying to shorten the path to success has never worked.

The best advice I’ve read on search engine optimization (SEO) — that eternal quest to outsmart Google rankings — is to “write for people, not search engines.” It’s great because it briefly reminds us where we should focus when creating content. We can do all the keyword analysis and metadata optimization we like, but that doesn’t matter if the reader finds it confusing. As Google itself likes to remind us, ranking success is more about user behavior than verifying a listing.

Plaster posts

Let’s extrapolate that to that leading author of meaningless metrics, social media marketing. Every news day, brands harangue their agencies to come up with a celebratory article that, let’s face it, doesn’t excite anyone beyond the marketing community. We’ve all seen examples of brands plastering their Instagram with sales content – with a little promotion and creative math, the number of “impressions” at the next review presentation will be impressive to keep the charade going for a while. another trimester.

Frankly, customers don’t care. You don’t need a fancy study for this – just ask yourself which brands you follow (now subtract which ones you need to follow for the competition) and why. I’m not saying content metrics and calendars are useless, but if they’re the ones that end up being driven out, the bigger picture of brand building, customer service, and content gets sidelined.

This is all the more important now that people no longer depend on brands for entertainment. On the contrary, we live in an age of content glut and people trust seemingly neutral third parties more. We have a natural aversion to being sold, and our bullshit detectors get better with every pass of advertising disguised as content we see.

So what’s a brand to do?

Simple – focus on the customer/user/viewer and the value that can be added to their life, rather than imposing the product on them. When I say “add value”, I mean educate, entertain or serve. All companies can do this in one form or another – even those in the BFSI sector!

Put it into perspective

SEO : People search for your category. Are you answering or answering the question they have, or are you just selling? Do a simple Google search for “do I need home insurance”. You’ll get results from various insurance companies scrambling around trying to sell you a plan, rather than answering the question. This is just lazy keyword marketing. I think every category will benefit from thinking about what their potential customer might be looking for and providing them with content.

Social Media Marketing: People often browse Instagram to unwind, relax, or seek inspiration. Does your content match this? Zomato, often considered India’s kings of social media, treats their page more as a celebration of food rather than a way to promote the brand. Some other brands play on the passions of their customers rather than pushing the product. Mumbai-based audio retailer Headphone Zone is focusing more on song recommendations and answering questions than pushing a new gimmick. Be useful, be entertaining, be helpful or go home.

Youtube: People are there to be entertained or to learn something. To exemplify the former, BlendTec’s goofy videos have done something as unsexy as blenders go viral. Fender’s Guitar Explainers and Nike’s Workout Videos are other great examples of how a brand can really add value.

If the category is not as “exciting”, the choice of media should be reconsidered. While a financial company might not have the biggest following on Instagram (unless they decide to get weird like Geico), having a series of targeted webinars and podcasts would serve them better.

Again, it’s a matter of understanding the audience and what value can be added to their lives. It also leads to realistic expectations and perspective – not every brand can be a “viral hit”, and they aren’t even necessary for every business. If you step away from all the marketing bluster and “must-haves” for a minute, you might even wonder why a mutual fund company has to be on Instagram in the first place.

Platforms and approaches shouldn’t become an end in themselves – it reminds me of the “follower rush” of a decade ago, when brands were battling to reach a vanity number, like one million social media fans. The question is not whether they reached a million or not, but what use it ultimately served the business or even the customer. Any content strategy that focuses more on the sale than the viewer is futile. The money will be much better spent on simple, targeted performance advertising.

Likewise, as any aggrieved customer knows, a social media strategy that focuses more on celebrating the latest topic of the day than answering customer questions can have a decent “engagement rate,” but doesn’t. not help the brand.

One of my all-time favorite quotes is from Eric Toone, the former Senior Deputy Director of the U.S. Department of Energy’s Advanced Research Projects Agency, talking about how they screen new projects “The first question is not: Will this work?’ but rather, ‘If this works, would it matter?’ Although energy projects can be a strange space for marketers, it can help to have that mindset in more brainstorming.

Direct-to-consumer business strategy is not all fun and games. D2C companies are taking on considerably more responsibility in areas such as logistics and cybersecurity by eliminating wholesalers, distributors and retailers – but not all of them have been well equipped.