Small Business Marketing And Advertising: Branding vs. Direct Response

Written by Joel Walsh

Too often, small business advertising and marketing campaigns prioritize branding atrepparttar expense of direct response--i.e., actually getting leads and/or sales right now. That is almost always a foolish and even dangerous proposition.

Small Business Branding Advertising and Marketing an Oxymoron?

Unless you're a ubiquitous consumer products company,repparttar 150028 value of branding is far, far less thanrepparttar 150029 value of direct response. What good is impressing someone with your brand if he or she never comes into contact with your business again? Why would they come into contact with your business again if you haven’t gotten a direct response?

Branding is essential for Coca Cola and Microsoft and allrepparttar 150030 other consumer giants because they don't need direct response. Their offering is available every time you drive downrepparttar 150031 street, so burning their logos into your eyeballs will actually make you more likely to buy. But if you have to search outrepparttar 150032 business, having a logo floating in your consciousness won't be enough to motivate you.

Even if branding alone could drive business, how long will it be before that logo or slogan or jingle has left your memory forever? A few hours? A day?

One ofrepparttar 150033 basic requirements for branding is repetition. Numerous repetitions. Like seeingrepparttar 150034 little Microsoft flag every single day, inrepparttar 150035 lower left corner of your screen, on your computer's case, in magazine advertisements and on television commercials.

One visit to your website or one glimpse of your advertisement won't accomplish this—and remember, unless you have Microsoft’s budget, one exposure is all you’ll likely get if you don't get a direct response.

In reality, even numerous exposures to your brand might not be enough. There's only so much room for logos in people's minds, and you've got an awful lot of deep-pocketed competition for that space.

In contrast, if someone requested a whitepaper from you, or called in for more information, you would have their attention for much longer, even if you never followed up--which you could do, since you had their contact information.

The Two Cases when Branding Makes Small Business Marketing Sense

1. When branding enhances direct response rather than detracting from it.

Good branding enhances trust in your business. A good tagline, graphic design, and logo can also make it instantly clear what your business does, allowing users to go directly to your message without having to decide if you’re worth listening to.

How You Can Easily Compile A Gigantic Keyword List

Written by Martin Enevoldsen

It doesn't matter what kind of marketing you are involved in.

Havingrepparttar most keywords for your market or niche is a surefire way to win over your competition, and that's a fact!

The most important place to have thousands of keywords is in your pay-per-click campaigns, as you want to hit as broad an audience as possible, within your market or niche.

If you are using pagemill software to automatically build websites surrounding a particular market or niche, you know thatrepparttar 149974 more keywords you have,repparttar 149975 more pages your site will contain, and ultimatelyrepparttar 149976 higher pagerank and position your site will have.

Therefore, having as many keywords as possible is absolutely critical to your online success.

Luckily, there are a several free resources you can use in your quest.

3 Great And Free Keyword Resources

The most widely known resource is Overture's Keyword Tool:

Type in a phrase and all related searches on yahoo forrepparttar 149977 past month will be yours forrepparttar 149978 taking.

Another great resource is Google's Keyword Tool:

Simply type in your phrase and out comes a large list of related searches on Google.

What's even more cool is that Google's Keyword Tool will also give you a list of similar searches. These may not be exactly for your market, but they will be highly revelant nonerepparttar 149979 less.

The Last Free Keyword Tool is Good Keywords:

This is actually a free piece of software that you download and install of your computer.

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