How Search Data Can Inform Your Brand Strategy is part of a series on using search data to inform 5 key areas of your marketing strategy. If you haven’t already, be sure to read previous posts on Product Strategy and Competitive Strategy.
Search is a proxy to measure success of other brand activities
What did GoDaddy and Budweiser have in common in February? They both experienced a spike in brand search volume. Also, they both advertised in the Super Bowl. Sometimes it can be difficult to measure the impact of offline branding campaigns. But search data provides directional insight into how effective brand campaigns are. Super Bowl advertisers and other advertisers can compare spikes in brand search volume relative to past initiatives.
Brand search data can give you insight into why customers are seeking out your brand
Searches on your exact brand name don’t tell you a lot about why someone is searching. But many brand searches are modified by other words such as “sale,” “coupon,” “reviews,” etc. Spikes in certain type of queries can provide insights into what people like and don’t like about your brand, alert you to possible public relations issues, and give you an indication on what people associate your brand with.
For example, if you are selling slow cookers and see a search in “what is stovetop setting [brand name]” you might deduce that people are confused about how to use certain features of your product. This can provide an opportunity to engage customers with great content and perhaps turn them into repeat customers.
Optimize brand messaging
Not only does SEM capture revenue in a measurable way, it also provides you with a platform to quickly and efficiently test new approaches to messaging. (For a more detailed framework on how to use SEM to generate learnings review our CMO insights series).
For example, you can identify whether or not customers respond better when you message your brand as “reliable” or “affordable”. And before investing in expensive print media, you can collect data to show whether or not customers are more likely to purchase after viewing ads that talk about “satisfaction guarantee” or “free returns”.
Search can help you to understand how your brand awareness plays are performing, the tone and intent of customer interest in your brand, and can serve as a sandbox to continually optimize and identify the best way to position your brand before investing in expensive and unchangeable print media.
About Boost Media
Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale.
The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.