How to Increase Conversions through Brand Strengthening

by Jason Acidre on May 20, 2013 · 22 comments · Content, Conversion


I remember being asked about the single best piece of advice I can give for improving conversions on a group interview on Crazy Egg late last year. Although there are a lot of factors that can really influence site conversions, I chose the one which I believe has the biggest impact – branding.

I’m pretty sure that there’s a lot, but if I have to choose one, I’d definitely say the perceived value and trust built through the middle of the funnel processes. These processes involve content and strong brand indicators that a site builds to promote itself such as highly-informative blog posts, design/presentation/experience, reviews and mentions from other people/sites, and a lot more.

These things have fueled my business, seeing that most of the clients we have acquired through my SEO services page (3% – 5% monthly conversions) are majorly attracted by what they have seen from my content and from what others are saying about my brand.

The truth is, it’s easier to sell things when people (especially your target consumers) are already aware and fascinated by what your brand is putting out on the web (think Amazon, Zappos and Shopify).

Basically, by building a strong online brand presence, you’ll be able to acquire more qualified traffic that can easily be converted into leads and/or sales.

Conversion Optimization is a broad marketing principle, which encompasses different sets of activities (such as A/B, MVT testing, data interpretation, landing page optimization and more). And if you’re more interested to learn about those stuff, here are some useful resources that you might want to check out:

I’ve shared these guides and tutorials upfront, as I won’t be covering any of the topics discussed on those articles on this post. This guide will be more focused on how brand building can improve your site’s ability to convert visitors.

Brand Positioning Factors that Improve Conversions

Building a strong online presence allows brands to easily communicate with their target market, which deeply contributes to how a brand can persuade its audience in using their products/services.

Awareness

Letting your target consumers know how your brand can help solve their problems – through education – is an important aspect of online branding, as it can influence buying decisions and brings them a step closer to your goals.

Differentiation

Brand attributes such as unique value proposition and pricing, can also increase a brand’s chances of getting more interested users/consumers than its competitors. Highlight how your brand is unique or different in your space through your branding activities (on and off the site).

Perceived value

The way how people see or think about your brand or the quality of its products/services can extremely affect your site’s conversions. It also scales your brand’s marketing process, given that it naturally generates endorsements from satisfied users/customers, which then raises your brand’s credibility.

Online Marketing Mediums used for Brand Strengthening

The efforts you do to get your brand out in the open, opens more great opportunities – like brand mentions, links, social shares, endorsements, brand impressions, traffic – which all can help build trust, authority and conversions.

Content Marketing

This marketing platform is probably the best method to educate potential consumers. It’s also one of the best ways to get discovered over the web, seeing that seeking/relaying information is always the first big step.

Another thing to consider is that this marketing practice blends well with search marketing (and as everyone says – “content is king”).

Popular types of content that you can utilize to communicate and engage with your audiences are:

  • Blog posts
  • Videos
  • Visuals (infographics, images, interactive landing pages, etc…)
  • Ebooks and other web-based comprehensive learning materials

Creating the content is just a fraction of the entire process, since promoting them makes content marketing whole.  Here are several content promotional techniques you can try implementing for your content:

You can also check out Quicksprout’s advanced guide to content marketing for more extensive tips on content marketing.

Always remember that the more you push out useful and relevant content to your target audience, the more your brand gets stickier to them.

Social Media

Social media marketing is not just about utilizing different social networks (Facebook, Twitter, Google+, and many more) to promote your brand.

It should also involve and integrate other online marketing activities – such as content, relationship, and influencer marketing as well as using it as a customer relationship management platform – for it to be really effective as a branding tool.

Use social media to leverage your site’s existing assets and also to build new ones. Some of the significant factors in which social media can bring to your branding efforts are:

  • Constantly grow brand loyalists and followers through content and interactions.
  • Build relationships (with influencers and target audience), which can help produce more endorsements for your brand (ex: using positive mentions to your brand as testimonials).
  • Forcing virality through relationships and following base.
  • Improving your brand’s perceived value through connections and associations.
  • Build trust and improve brand perception when social media is used to address solutions to customer-related issues.

Authority Building

Becoming a leading brand in your space can certainly translate into more conversions/sales, because people already know what you are capable of providing.

There are so many online marketing strategies that you can implement to gradually become the go-to-brand in your industry. Some of the most effective tactics may include the following:

  • Connecting and getting endorsed by other influencers in your field.
  • Getting press coverage (which is very doable if you’re focusing on promoting your brand’s unique selling point).
  • Publishing content regularly on other popular publications in your industry.
  • Getting interview opportunities.

Another advantage of getting brand mentions from top influencers and publications is that it’s a great trust indicator/seal when placed or showcased within your site (which is a powerful element that can affect conversions).

trust seal

Optimizing for experience and engagement

Offering the best experience possible for your users/visitors is imperative in this age of online marketing. Aside from helping your site perform better in search (as most of Google’s algorithmic updates are based on usage), it can also help make your site become more remarkable to its users.

It’s easier to get endorsements when people are sticking around and getting remarkable experience from your site.

Areas of your site’s pages that you can continuously test to improve experience and visitor engagement are:

  • Call to action
  • Readability
  • Content structure
  • Thematic internal linking
  • Design
  • Accuracy of headlines and meta tags

Improving your site’s engagement rate can definitely increase its conversions, since people are more willing to take the next necessary action.

Other resources that you might find helpful in improving user experience and visitor engagement:

Measuring the impact of your branding efforts

Monitoring and analyzing your marketing activities has been more essential than ever, and that’s the best about doing it online – it’s measurable.

Analytics is a very vital marketing process, because your data gives you better insights on how you can further improve your campaign.

It allows you to easily identify what’s working, so you can do more of it.

There are a lot of ways to determine if your online branding campaign is yielding results, especially when it comes to driving conversions.

But it’s also important that you’ve set up your site’s goals on your Google Analytics account, so you can efficiently measure each branding channel you’re utilizing.

In case you haven’t setup your Goals in Google Analytics, you can check this step-by-step guide from Google.

Monitoring brand mentions/links with conversions

In your Google Analytics dashboard, go to Conversions > Multi-Channel Funnels > Assisted Conversions and then click on “Referral”.

referral-ac

Monitoring social networks that are sending converted traffic

Go to Conversions > Multi-Channel Funnels > Assisted Conversions, and then choose “Social Network”.

social-ac

You can also monitor it by choosing Traffic Sources > Social > Conversions.

social-conversions

Monitoring branded content assets with high conversions

Go to Content > Site Content > Landing Pages. It will then display your site’s top landing pages (that will certainly include your content assets).

Once the list of the pages is displayed, check the upper right corner of the traffic graph, and then click on the “Goal Set”.

goal set

This will show your top landing pages’ conversion data.

content-conversions

Monitoring the conversions of your branded search

The best way to determine the conversions of your branded organic keywords (people using your brand name or product’s name when searching) is to create a Custom Channel Grouping.

To create a Custom Channel Grouping, go to either Assisted Conversions or Top Conversion Paths, choose “Channel Groupings” on the primary dimension tab, and then click on “create a custom Channel Grouping”.

channel grouping

In creating your channel groups, you’ll first need to input a name for your grouping and its label rules, and then to set specific rules. For branded organic keywords, you can just set it to only include keywords coming from organic search and then define the brand terms that people will most likely use in finding your brand.

branded keywords

Whereas for the non-branded search, you can just exclude the branded terms that you’ve defined on the branded organic keywords’ group.

generic keywords

This will make it easier for you to monitor how your branded keywords are performing in terms of conversions.

branded vs generic

Again, these things will give a good direction for your campaigns, as the data that you’ll be able to collate will help you identify the tasks that are bringing you great results.

Identify what’s working, and do more of it!

If you liked this post, you can subscribe to my feed and follow me on Twitter @jasonacidre

Jason Acidre

Jason Acidre is Co-Founder and CEO of Xight Interactive, marketing consultant for Affilorama and Traffic Travis, and also the sole author of this SEO blog. You can follow him on Twitter @jasonacidre and on Google+.

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