Are you missing the tactic that can supercharge a brand’s success?
Welcome another edition of All You Can E-E-A-T a biweekly newsletter brought to you by the JBH team who will be sharing their knowledge and expertise on all things Digital PR and SEO.?
In this week's All You Can E-E-A-T we are joined by James Renhard , our Group Account Director.
The secret weapon that supercharges a brand’s success.
In the seemingly esoteric world of marketing, the term "consideration" is a little like Aston Villa footballer John McGinn: pivotal, yet often misunderstood. So, let’s start with some demystifying. Consideration is a phase on the journey that potential customers go through, when making a purchase where they evaluate whether a brand’s product or service is right for them. They’ve become aware of your brand, but now they need to be convinced of its value. Effective consideration strategies can significantly influence purchasing decisions, turning curious prospects into loyal customers. Furthermore, just like John McGinn captained Aston Villa to the Champions League, consideration can take your business to levels previously thought unachievable. “That’s great James,” I hear you cry, “but this is the EEAT newsletter. What’s it got to do with me?”. Well, I’ll tell you. An incredibly powerful, yet often underutilised, tool in enhancing consideration, is Digital PR.
Understanding Consideration in the Marketing Funnel
The marketing funnel is a model that describes the customer's path from discovering your brand to making a purchase. The consideration stage is where prospects, already aware of your brand, delve deeper. They compare your offerings with competitors, but crucially, they also seek out validation, expertise, authority, and proof. This is the critical juncture where a brand needs to stand out among its competitors.
If a brand can effectively capture and nurture interest at this stage, the likelihood of conversion increases exponentially.
So where does Digital PR fit in? Yes, the primary goal is often earning high-quality links that boost a domain's performance. And, sure, it can help build brand awareness. But with a well-constructed strategy in place, Digital PR can shine a spotlight on the experience, expertise, and authority of a brand, and its spokespeople, creating a greater level of understanding about the brand and its background, helping the public decide whether to use them or not, and moving closer to that all-important conversion.?
Building Credibility and Trust
In the consideration phase, trust is paramount. Potential customers need assurance that your brand delivers on its promises. Digital PR can amplify your brand’s credibility through authoritative backlinks, positive media coverage, and positioning a brand's experts and spokespeople as authorities in their sector.?
When a well-respected publication features your brand, or somebody speaking on behalf of it, it adds a layer of trust and reliability that can tip the scales in your favour. From Feature Pitching - targeting bespoke released at specific journalists at specific publications, to live Newsroom activity - supplying quotes, analysis, and opinion from a brand’s spokespeople to the press, Digital Pr provides proven, effective paths to securing these placements, building these layers of trust, and supercharging the consideration of a brand
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In the competitive landscape of modern marketing, ensuring your brand stands out during the consideration phase is critical. Digital PR offers unique advantages in building credibility, enhancing social proof, and expanding your reach. By strategically leveraging Digital PR, you can create a powerful narrative around your brand, influencing potential customers and guiding them towards making a purchase.
Digital PR is not just an added bonus but a crucial component in supercharging a brand's consideration. By integrating Digital PR into the marketing strategy, a brand can build stronger relationships with their audience, establish trust, and ultimately drive conversions. Remember, the consideration stage is where potential customers are making crucial decisions. Equip them with compelling reasons to choose your brand through strategic Digital PR efforts.
E-E-A-T Top Tip:
Not every brand will have experts or spokespeople available, but this doesn’t mean you can’t leverage the opinions of an expert in association with your brand. Look for other experts who are happy to lend their thoughts on behalf of your brand.?
By finding a credible, reliable figure who’s willing to speak on behalf of a brand, you’re layering on levels of trust and credibility for your brand, giving your expert free exposure, supplying journalists with valuable information, and helping consumers make informed, intelligent purchasing decisions - it’s win-win. In fact, it’s win, win, win win.?
Key Takeaways:
Thanks for reading - See you next time!
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