If you’ve been around long enough or you have taken a marketing class, you’ll know the 4-P’s of marketing are Product, _________, Price and Promotion. If you didn’t automatically say it, the second P is “Place”.
In the by-gone days of business, the best “Place” was at the corner of Center and Main. Location, Location, Location! Having a business located in a great location is still a good option. However, in today’s New Media world, the best location … is in the “Mind”.
As we have quoted so often, digital marketing guru Seth Godin says, “It’s better to be sought than found”. In a recent article by Search Engine Journal, they agree with Seth and wrote, “Brand recognition is critical to getting clicks”.
In that same article, they sighted research from Search Engine Land andSurvey Monkey. According to their data of over 400 consumers, “nearly 70 percent of U.S. consumers said they look for a ‘known retailer’ when deciding what search to click on”.
That survey verifies our TOMA surveys conducted in over 160 markets which suggest the same thing. On average, 72.5% say they would click on a business they are familiar with lower on the page rather than a business they have never heard of at the top of the page.
Here’s the real kicker, according to the Search Engine Journal article, “Brand awareness users are 2 times more likely to purchase from a business they are familiar with”. They also stated, “Branding is the only way to do it, and it’s the most viable SEO strategy on the market today”.
Explaining to our clients that today’s best “Place” is in the Mind is critical to making sure they are getting clicked on. Otherwise, it’s a crap-shoot!
There are no other mediums that can create Top of Mind Awareness like Radio and TV. If you would like to learn how ENS Media‘s TOMA Surveys and Seminars can teach your prospects, clients and your sales team on how to create TOMA, click here.