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In regards to tracking growth of brand traffic. Another huge reason to have a unique business name / domain name - rather than like best-running-shoes.com - if you can't clearly track your name as a brand in analytics, it's probably not unique enough :)
Tell me about it, we're called Higher Click and due to the number of people googling keywords such as "higher click through rate" etc it makes it quite difficult for us to monitor brand searches even if the name itself is quite branded :).
I love these points - a diverse online marketing strategy is so important. Some caveats (especially when you're a consultant):
It's tough to get clients out of their search / PPC metrics comfort zone, especially when a larger initiative that requires more resources and less guarantee is involved.
Business owners were hesitant (several years ago) to spend money on SEO because it was so different from PPC. Money into black box, maybe better rankings. But PPC! Money in, result appears at top, easy to track results & ROI!
Then SEO results became more publicized. I think the "softer" sides of online marketing such as a spokesperson or content is the next frontier for those who are not online marketers - the next place that needs to be proven to them.
The consultants who can easily show the benefits and ROI of these branding opportunities will find great success.