Stay updated with our latest gifts, offers and news:

13336

You are all set, thank you.

What are the reasons for doing SEO promotion (ZMOT) for brands, and how to do brand marketing and word-of-mouth management well?

品牌行銷和口碑管理

How did search engines develop? First of all, of course, there must be useful users. They search for answers to their questions online and use search engines to gather information. A search engine is like a think tank where you can find any knowledge. But where does this information come from? Not Google, of course, but other online users. The content they create may be about a brand, a business, a person, an organization, and so on. In any case, the purpose of their creation is to build a relationship with demand and increase potential customers.

So, how does a search engine pick the most appropriate answer? Of course, it is based on its unique computer system. Of course, this is a major trade secret, so it will not be made public. In short, it has a way of revealing what you want to know.

Today let’s talk about the whole process of search and what is the relationship between the brand and the user’s search. Google is the world’s most trafficked website, processing more than 3.5 billion searches per day, and 84% of respondents use Google three or more times a day (Reference: https://www.oberlo.com/blog/google-search-statistics)。 Google is synonymous with the Internet because it satisfies humanity’s insatiable thirst for knowledge. A deep dive into Google’s search statistics can help you understand user behavior, internet search trends, and how to optimize your website and resources. Online searches are common, but do you know the details of how they go and what role does Google play in the process?

As an example, I woke up one morning with a toothache. I would love to know the cause of my toothache, but I didn’t want to go to a doctor because they were expensive and might require me to do a bunch of useless tests or even recommend a variety of treatments. Even though tests and procedures are inevitable, I still have to find a doctor with a reasonable fee and a good reputation. And so my search began. The first is to search for “causes of toothache”, and the answers on the Internet are “periodontal disease causes toothache, tooth sensitivity causes soreness, gum recession causes toothache, wisdom teeth cause toothache, toothdecay causes toothache”. I’ll see which symptoms are more similar to mine. If I find that wisdom teeth are more likely, I will start a second round of searches for “what to do with wisdom teeth” and see that most of the people’s advice is “tooth extraction”. Once I have decided that I want to have a tooth extracted, I will search for “which dentist clinic has the best tooth extraction”, “area name + tooth extraction price” or “where tooth extraction is painless”. There will be a lot of “XXX dentist clinic is good”, “XXX doctor extraction does not hurt” or “XXX tooth extraction is cheap” in this search result, specific to the name of the brand or person. Once I had this brand information, I had to choose between multiple dentist offices or dentists. The fourth search is “XXX Dentist Clinic” or “XXX Dentist” to find out other people’s reviews as a reference to decide on the clinic and doctor for tooth extraction. The search process is repeated about four times to find the ideal answer. All four searches were conducted through search engines to find answers. This example is believed to paint a picture of the experience of many people today.

Throughout the search process, Google will provide you with a lot of fairly accurate answers. It’s very important for businesses to prioritize the answers you prepare. If you want to increase your brand’s market share, you need to do a good job in your brand’s content marketing, have a good understanding of the industry, know people’s search habits, including questions at different search stages, and then create content for these problems. You can use text, images or videos, and most importantly, present the answer in an innovative way from the searcher’s perspective and motivation. But in what capacity do you need to publish content to earn trust? A third party, of course, just as most people tend to trust user reviews and opinions. These after-use impressions are very important and will affect your branding. In the SEO industry, it can be called zero moment of truth, which showcases your brand and products through user opinions and reviews. This type of marketing emphasizes the “third party” rather than yourself, which helps customers to let their guard down and get to know your brand.

So, where do third parties have to publish their impressions before anyone can see them, so as to help your product? Google has a set scoring criteria for platforms, and media platforms are really brands. Publishing articles on well-known platforms is definitely easier to get high rankings than ordinary small platforms, because they are more authoritative and can get high recognition and evaluation from Google.

Brand marketing (ZMOT) content can be published on some popular paid messaging platforms (advertorial). You may wonder why you should spend money on other messaging platforms when there are free social media platforms, because they usually have stricter editorial checks, will review your article, and then express it from a more neutral point of view, reducing the color of the ad to make it easy for readers to accept. In addition, popular information platforms are more authoritative to Google, so it is easy to rank. Although free platforms can be promoted through posts, they are usually published on private social accounts, which is not authoritative enough for search engines, and it is difficult to get good rankings unless you are a well-known person or your account has a certain amount of traffic. Also, many free platforms are limited to groups and can’t be shown to people outside of the group. Some free platforms can’t do a good job of SEO content optimization because of their own rules and restrictions. Therefore, the advantages of choosing an information platform (advertorial) are definitely greater.

When you have a negative online review for your product, the first thing to do is to review it to see if there is really a problem. Reviews from others can actually help you identify deficiencies and improve the quality of your product or service. Once there are improvements, you can proactively communicate with the complainant to see if you can delete or modify the online review, and remedy the situation by replying. As the saying goes: the tree is a big wind. When your brand is slightly well-known, you should beware of malicious attempts to smear your brand. The work of word-of-mouth management must not be neglected.

How to do a good job in brand marketing (ZMOT) and word-of-mouth management?

Think about it, when someone searches for your brand online, what do you want them to see? Usually, the top search results are the official website or their own social media accounts, such as Facebook, LinkedIn, YouTube, Twitter, Instagram, etc., if users want to know about your brand reputation, they will definitely not choose your website or social media, but check what others say about you. Since the first page is all their own information, users will naturally turn to the second page and start to see mixed results. At this point, users have a much better chance of seeing a negative review than a positive one. It’s human nature, even if 100 people praise your brand, but as long as a few people criticize it, people want to see the negative reviews. As for whether you will read the good reviews after reading the negative reviews, it stands to reason that there is not much chance. For this kind of dilemma of good things not going out and bad things spreading thousands of miles, businesses are really helpless. Negative reviews are very likely to hit your business hard Some foreign experts have done a survey:

1. 88% trust online reviews as much as they trust a friend’s recommendation.

2. 80% of people will look for other brands after seeing negative reviews about one brand online.

3. Customers with a poor experience are two to three times more likely to post a negative review than a customer with a good experience.

4. If there are no positive reviews to offset, it will take up to 30 new customers to cover the loss of a negative review online.

5. 12 positive reviews are needed to offset the impact of a negative review.

Some researchers have pointed out that people tend to pay attention to negative information rather than positive information. From an evolutionary or survival point of view, the purpose of devoting energy to analyzing negative experiences is to improve the ability to survive.

Don’t let negative information drive away your potential customers. Through brand marketing (ZMOT), we can use third-party platforms to publish some positive content, and then use SEO promotion to enter the first few pages of search results, so that potential customers can access these brand information. As long as the information is released from the perspective of a third party or a consumer, it will not cause objection. Merchants should always pay attention to online public opinion, and may also need a professional public relations company to be responsible for checking, regularly collecting positive and negative reviews on the Internet for data analysis to understand the market situation.

Hot Post

SEO Services

Understanding ZMOT: The Zero Moment of Truth in Consumer Decision Making

ZMOT, or Zero Moment of Truth, is a term coined by Google to describe the crucial moment when a consumer…

Read More...

【YouFind Newsletter | Digital Audit,以數據把競爭對手「起底」】

網絡世界擁有海量可以觸及嘅數據,例如嚟自各大搜尋引擎、社交媒體、品牌網站等,但因為分佈得太零碎,企業亦難以運用。 Digital Audit(數位審計)就係審計源自網絡上嘅數據資料,所以借助Digital Audit系統,就可以將網絡用戶留下嘅零碎蹤跡,一點一滴咁組合返做有用嘅數據庫。透過Digital Audit,我哋可以得知自己或對手喺網絡上嘅定位同評價,從而制定更合適、更精準嘅市場營銷策略。了解更多:http://bit.ly/2Yxy61H #YouFind #YouFindLimited #Newsletter #2019年3月號 #DigitalAudit #數位審計  

Read More...

Facebook假廣告帶來的影響與啟示

社交網絡巨頭Facebook近月指出,俄羅斯在之前的美國總統選舉中,透過Facebook買下超過3000則廣告,而Facebook估算至少有1000萬人於當時看過有關廣告。鑑於這種情況,Facebook發表聲明,稱會增聘1000名員工審查提交的廣告,防止俄國或其他政府利用同樣方式干擾他國選舉的公平性。 這種假廣告的影響力之所以如此廣泛和巨大,其中一個重要因素是由於Facebook正確判斷用戶的偏好,增加了他們對假廣告的信賴度。 Facebook的厲害之處,在於它見到你喜歡點讚、評論或分享某類型的內容,就會給你更多該類型的動態更新,例如你是「黃絲」,經常留意在Facebook上的有關資訊,它就減少為你提供關於「藍絲」的資訊。 同理,在美國大舉期間,當用戶有了某種政治取向,自然會收到更多有關這方面的廣告,也會主觀上喜歡和相信當中的內容。因此,當他們見到這些假選舉廣告,便會間接動搖了其政治判斷。 另一方面,其實Facebook早已接管了新聞媒體的生態系統,成為不少大眾接收社會資訊的主軸。在Facebook盛行之前的時代,大眾往往依賴傳統媒體接收社會資訊,但自從Facebook愈來愈盛行,大眾的依賴性早已轉移到Facebook那邊。正因為Facebook已經佔據了媒體資訊分發的主導位置,所以一旦出現大量假廣告,這便足以影響整個線下的生態。 從選舉假廣告一事看來,Facebook和整個社交媒體暴露了一個重大問題:網上媒體資訊欠缺一套嚴謹的監察及管制系統。近年我們看到不少「內容農場」的假消息和假新聞充斥於各大社交平台,正是最佳的鐵證。還記得嗎?不久之前Facebook出現了一宗假新聞,是藝人余文樂和阮小儀「公開戀情」,轟動全城,結果二人需要紛紛出來澄清事件。 事實上,自從愈來愈多失實的資訊充斥在網絡上,外國已有不少人已經回歸到像時代雜誌此類傳統媒體那邊,罷看和不相信其他網絡媒體資訊,因為前者始終有完善的內容管制,相比起來更有公信力。這無疑對社交媒體的發展造成重大衝擊。 另一邊廂,Facebook即將投放大量資源審查內容及廣告,這代表其資訊的自由度很快會收緊,影響的層面或會涉及一些真廣告及消息。在兩種情況加起來之下,社交媒體會否守住媒體資訊分發的主導角色,還是拭目以待。  

Read More...

Lastest Post

Use 小紅書 to create a 搶買effect for your baby care brand

As China and Hong Kong reopened their borders, we are seeing a surge in visitors from the mainland to Hong…

Read More...

Boost your 3rd party Ecommerce sales through Listing Optimization

Want to boost sales on 3rd eCommerce platforms such as Watsons, Mannings Online Store, HKTVmall, and PARKnSHOP eShop by optimizing…

Read More...

Switch To Google Analytics 4 (GA4) With Ease

Are you ready for the upcoming migration from Google Analytics 3 (GA3) to Google Analytics 4 (GA4). The Google Analytics 3…

Read More...

Switch To Google Analytics 4 (GA4) With Ease

Are you ready for the upcoming migration from Google Analytics 3 (GA3) to Google Analytics 4 (GA4). The Google Analytics 3…

Read More...

Integrate your search and social media marketing to increase sales

Today, cosmetics brands just like use a combination of digital marketing techniques to ensure their campaigns maximize their reach, continuously…

Read More...

Related Post

What are the tips for optimizing the structure of the website

Website SEO is all about search engine optimization, which improves a website’s ranking on search engines. Below I can introduce...

Read More...

最新雲端技術,怎樣為創新科技帶來強大支援?

上文提及早前筆者參與Google於倫敦舉辦的雲端會議,了解其突破性的雲端技術發展。於未來的日子,Google將會大力發展虛擬伺服器技術,期望佔據更大的雲端服務市場。 Google的四大服務:雲端存儲服務、運算引擎、開發和運行應用程式的引擎、數據分析的 BigQuery及機器學習工具,能支援不同企業的需求,節省成本,因此吸引不少科技創意公司的注意。 風靡一時的Pokemon Go就是受益於此服務的一例。它能容納大量玩家同時在線,實歸功於Google的虛擬伺服器。Pokemon Go上架後,它的虛擬實境的趣味性和強大的社交潛力,一度吸引大量玩家下載,令開發商始料不及。原設的伺服器本來無力應付蜂擁而至的玩家,但後來幸得Google迅速組建虛擬伺服器,最終轉危為機,助任天堂一舉翻身。 另外,今年Snapchat亦以20億美元與Google簽約,成為雲端平台的最大客戶。Snapchat很有機會透過Google度身訂造的App引擎,享用其打造軟件的工具和服務,並且有效應對不同的流量變化,大大增加Snapchat的競爭力。 從前創業往往需要龐大資金及專業技術,使香港不少有志創業的年輕人止步,但如今創新科技推陳出新,打破了固有局限。Snapchat的創辦人正是成功例子,他有創新意念、技術、市場觸覺及認知,最終即使沒有強大資金也能跑出。有意創業的年輕人應多了解全球技術發展,積極求變,方能突圍而出。  

Read More...

What is Digital Marketing?

The importance and power of Digital Marketing Things are changing every second in Information Technology Industry. In 21st century, the...

Read More...

網站seo配合著時代腳步

網站SEO優化效果越好,網站在搜索引擎檢索中的排名越能往前靠,用戶體驗性和有效性就越高,因此創造的商業利用價值就越大。網站的管理者和研究者必須對數據個更新及時把握掌控,不斷地增強搜索引擎的行銷效應,與投資者到達利益共通,促進經濟利益最大化。 為了保證網站的實施,各大網站都拿出了自己的得力武器,積極地採取各種技巧,不論是內容上還是形式上都即時跟進,調整更新。調整優化都是有跡可循的,站長平臺就是一個很好的資料庫。站長工具是即時更新的,網頁介面的點擊率及有效回報率都要細化量化並總結分析,根據消費導向和潮流趨勢的預測來改進。 互聯網時代,消費群體更是崛起更新,大家都習慣到網路平臺來獲得自己想要的資料和商品。商家也務必轉型,利用網路平臺來推銷自己的產品,獲得行銷效應。利益是有效的驅動,網站SEO為利益而生,為利益而戰,做這時刻準備者,與時俱進,越競爭越努力越得益。

Read More...
privacy

We use cookies on this website to provide a better user experience. By continuing to browse the website, you are giving your consent to receive cookies on this site. For more details please read our Privacy Policy