At Evans Group Marketing, we are the proven choice for small businesses who need a realistic brand strategy to build their company or non-profit brand identity! We bring the brand strategies to improve brand recognition, used by top tier advertising agencies worldwide, and apply it consistently to our small business and non-profit web clients. Your growth goals are our first priority at Evans Group Marketing. Brand strategy is one of the key steps used in the total SEM process.

What Is Brand Strategy?

SEM strategy

Building better brand experiences means modernizing how you manage your web content. When you streamline content operations, you make every piece of content work harder for your brand. Plus, you’ll spend less time managing assets and more time building memorable digital experiences that convert customers.

Content is the foundation of your brand. Forbes Magazine really spells it out – How you structure that content affects how you deliver it to customers. An agile content platform like WordPress (WP) that unifies content and supports consistency, creativity, and speed to market is the key to a modern digital brand strategy.

Websites built on older website themes just can’t consistently compete in today’s market.  In fact, they are often little more than a digitized business card, no matter how many pages, pictures, videos that they contain as they usually can’t compete on a mobile (cell phone) platform. Search engines have transitioned away from the desktop model, and followed their users. Most internet users (92.1 percent) use mobile devices to go online at least some of the time. We can’t ignore desktop and laptop computers just quite yet (they still account for an important share of total internet activity).  Optimize for mobile, and your desktop version will do just fine.

  • Build your content to be user-friendly (Responsive) for desktop, tablet, and mobile devices. Monitor how your site displays on a cell phone – if it’s hard to get around, then FIX IT.  User Experience is a big deal, period – and it counts for so much in how Google indexes your website.  TBH, if you’re not “mobile friendly,” in most cases, you’ve lost the battle.

  • Build Your Brand to be responsive to your users. Make your website EASY TO NAVIGATE for your visitors to get to where they will want to go. DO NOT DEPEND on a navigation bar with a drop-down menu. Put it on your front page, in the content area, and talk about it, then give your visitors a direct link to that page/area of your site.

  • Use well-crafted Press Releases to build your brand. Despite the perception that a press release is little different than an I-Love-Me wall (military types know EXACTLY what that is!).  Quality and well-written press releases also serve a valuable purpose for high-DA backlinks and tend to be persistent (usually 3-6 months or better).

Why Is It Important To SEM?

Brand awareness is important to search engine marketing because it’s not enough to optimize a single web page, group of pages, or even an entire site.  Many fairly well-designed web sites on the internet using WordPress as their framework with extensive customizations (or somewhat extensive commercial themes designed for sale to web developers and end end-users), and many of those WP sites have undergone SEO work to make them more appealing to the search engines. OK, that’s good for page ranking for specific search terms that (hopefully) apply to the actual content found on the website… SEM takes this a giant step forward.

Search engine marketing (or SEM) can best be described as organized digital marketing to take advantage of the type of potential customers who will utilize a search engine to get information for an industry, trade group, specific business, even a product or service. As our experience with search engines grows, we quickly learn to refine our search requests to find more of the answers to our better-defined searches.  Eventually we learn to localize our searches and add a search area parameter so we can get local results that have a more practical use in our daily lives.

Search Engine Marketing (SEM) sees the search engines from the other side – how best to use the marketing opportunities available to improve their clients positioning overall, and for each major search engine. Developing an effective brand strategy is critical to your search engine marketing program.

Google Analytics is the tool web developers and SEO specialists use to see the actual performance metrics of your web traffic. How they get there, what they do once they get to your site, how long they stay, how fast they leave, and if they take the desired action (convert).  Google offers a veritable arsenal of top line marketing tools available to manage your web project… trick is often going through the available tools and selecting the right tools to help you grow. This is what we do at Evans Group Marketing