storytelling

Most of the tac­tics based on SEM and SEO aim at cap­tur­ing the atten­tion of shop­pers engaged in active dis­cov­ery. Which is cool, if peo­ple already know your brand, are aware of your cur­rent offers, and gen­er­ally under­stand your brand promise or core value propo­si­tion. (In this con­text we’re talk­ing about the buyer’s activ­i­ties dur­ing the ear­lier phases of the mar­ket­ing funnel.)

But what do mar­keters do if peo­ple are unaware of or unfa­mil­iar with your brand? Or if you’re con­fronting dam­ag­ing mis­per­cep­tions about your product’s posi­tion­ing, core ben­e­fits, price-to-value equa­tion, etc.? Search alone is not enough.

Tagged as: buying process, discovery, messaging architectures, search marketing, storytelling