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Social Media Marketing for Business – A Personal Guidebook
Brand Awareness and Social Media Marketing
BUILDING YOUR WEBSITE AUTHORITY FOR YOUR SOCIAL MEDIA MARKETING CAMPAIGN HAS SEVERAL
CORRELATIONS TO TRADITIONAL MARKETING SUCH AS “BRANDING.”
Repeated exposure to a branding message induces involuntary associations in the mind.
These instinctive brand associations are built through your participation and representation in social
media, making them easy ways to make your brand persistent. The collective result of your social media
marketing activities is that your branding message seeps into your audience unconscious.
AN EXAMPLE OF THE POWER OF BRANDING VIA THE MEDIA IS SEEN IN THE GENERAL PUBLIC IMPRESSION
OF MIAMI. WHILE THE FLORIDA TOURIST BOARD PROMOTES MIAMI’S ATTRACTIVE FEATURES OF GOOD
WEATHER, BEAUTIFUL PEOPLE AND BEACHES, AN OPINION POLL REPORTS THAT THE POPULAR 1980’S
TELEVISION SHOW “MIAMI VICE” IS USED AS THE REFERENCE POINT FOR THE IMAGE OF THE CITY5.
What are branding associations?
They are the images, keywords, phrases and ideas that you use to identify your business and website.
These associations are important because they not only define your site but act as “triggers” for creating
marketplace “buzz” and “word-of-mouth” advertising. These yardsticks measure authority by
encouraging your audience to connect the dots between their interests and your website.
Generally speaking word-of-mouth advertising is called a RECOMMENDATION OR REFERRAL. These are
result of keyword association to the topic and excellent content. If your domain name is directly linked
to the most common keywords for your product or service, such as www.incominglinks.com, it creates a
stronger word of mouth association than one that is generalized such as www.tips.com. Whatever the
focus of your website, whenever this topic is discussed, you want your website mentioned in the
conversation. Keyword strong and exact matching domains will typically yield faster, better results for
search engines. I created www.socialmediasoftware.net – and showed up first page in Google in 48
hours for that term (“social media software”). I gained from the key phrase and the
branding/association very quickly. (Note: there is not a lot of searches for the term – yet).
This strategy reaches beyond the obvious SEO benefit of utilizing keywords to get targeted search
traffic. Effectively using methods to increase your branding associations increase the instances that
trigger word of mouth. Sometimes, visual devices can be used to draw up unconventional and unrelated
mental associations. Icons and images used to identify your site can assist the “instant recall” of your
site when similar images are seen elsewhere.
37 http://www.socialmediayeah.com (c) 2009. Personal Copy. No Distribute.
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by Matt Bodnar