Post by account_disabled on Dec 23, 2023 10:49:27 GMT
A content marketing or inbound marketing approach is to succeed in creating or increasing the share of “non-branded” traffic. This is how new customers, prospects and leads come. These are all the professionals (in BtoB) and consumers (in BtoC) who need our products or services and who do not know us. Very often, especially for large accounts, but often also for SMEs, we observe that “branded” traffic is more than 90% or even 95% (not to say 99%) of traffic (excluding ads traffic). I have noticed in the world of banking, financial products, telephony or automobiles that the traffic on these sites is “branded” traffic. In general (this is not always the case), it is quite easy to place yourself in the 1st position of the results for a search carried out on your brand. There isn't much optimization to be done.
Branded” traffic is a reflection of brand recognition. It is also very instructive to compare, on a market, the Email Data number of “branded” queries between different brands. In this case, the Internet user, individual or professional, is specifically looking for the brand. This means that they already know it, even if only by name, and that they have already been exposed to it through other levers. They know the brand and just want to go to its site. Some go through search engines, others type the name directly into the URL field. In a way, the share of “non-branded” traffic is a reflection of the performance of SEO and the inbound or social media strategies implemented. Why do these inbound marketing approaches not work? It is, on paper, not very complicated.
We have to go back to basics. Indeed, we notice today that many companies (all sizes and all sectors) have a Marketing PUSH type approach to their digital presence and their web marketing actions. Most of the time, brands seek to push their content and their offers by using the web levers available as communication channels (advertising, emailing, social networks, articles, videos, etc.). We remain very marked by consumer product type approaches with mass media communication. The objective is to reach as many potential targets as possible. We know that one party is not interested in what we are offering but we think (we hope) that in the lot, we will succeed in reaching a buyer who may be interested in what we are offering. Another common practice: we assume that the online market is a reflection of the offline market, that the segmentation is the same.
Branded” traffic is a reflection of brand recognition. It is also very instructive to compare, on a market, the Email Data number of “branded” queries between different brands. In this case, the Internet user, individual or professional, is specifically looking for the brand. This means that they already know it, even if only by name, and that they have already been exposed to it through other levers. They know the brand and just want to go to its site. Some go through search engines, others type the name directly into the URL field. In a way, the share of “non-branded” traffic is a reflection of the performance of SEO and the inbound or social media strategies implemented. Why do these inbound marketing approaches not work? It is, on paper, not very complicated.
We have to go back to basics. Indeed, we notice today that many companies (all sizes and all sectors) have a Marketing PUSH type approach to their digital presence and their web marketing actions. Most of the time, brands seek to push their content and their offers by using the web levers available as communication channels (advertising, emailing, social networks, articles, videos, etc.). We remain very marked by consumer product type approaches with mass media communication. The objective is to reach as many potential targets as possible. We know that one party is not interested in what we are offering but we think (we hope) that in the lot, we will succeed in reaching a buyer who may be interested in what we are offering. Another common practice: we assume that the online market is a reflection of the offline market, that the segmentation is the same.