The right approach to brand marketing in 2021

Different from the keywords of traditional e-commerce, the core keywords of a brand need to be created both inside and outside the site!

What are keywords? The so-called keyword is the word that users enter into a search engine to obtain information when shopping or searching for information.

Keyword Mission

Every keyword has its mission. If keywords are divided into one, two, and three categories, the basis for word selection will be different depending on the weight of the products under the brand.

For example, for new products with no sales or products with low sales, it is necessary to use keywords with good search index and small number of competing products, that is, a category of words, to bring accurate traffic, improve conversion rate, and thus increase the weight of the product;

The so-called Category 1 words are words that have a certain number of searches but low competition and can easily bring traffic. We choose these words when the product weight is low (such as new products) and when we are unable to compete with other competitors. These words won’t have much traffic.

The second category of words, which we call precise long-tail words, have a greater overall trend in conversion and search traffic than the first category of words, but are also relatively competitive. For example, "Estee Lauder Essence". This precise long-tail word represents that the user's search intention is very specific and has a strong desire to buy.

The competition for the third category of words is extremely fierce, and the number of products competing is also large. Most of these words are category words, which cover an entire category. Although the data is impressive, the conversion rate is not as accurate as that of the second-class words, and the cost of delivery is very expensive, and it has little effect on building brand awareness. This type of word is more suitable for companies with strong financial resources.

What is the essence of creating core keywords?

The essence of creating core keywords is to capture the user's mind so that when users hear this word, they will think of your brand.

When you think of cola, you think of Coca-Cola;
When you want to find an Internet-related job, you will open BOSS Direct Hire;
When you think of electric cars, you think of Tesla;
When you want to search for information, you will search on Baidu;
When you want to buy a big brand on sale, you open Vipshop;

From the above usage scenarios,
Coca-Cola = cola drink
Boss Direct Hiring = Internet Recruitment Tesla = Electric Cars Baidu = Search Engine Vipshop = Special Sale Website

When a brand firmly occupies the minds of consumers and even becomes synonymous with a certain category, it has core competitiveness.

The former CEO of Coca-Cola once said: Even if all Coca-Cola factories around the world were burned down by fire, as long as the brand is still there, I can rebuild all the factories from the ruins overnight.

This is the power of brand!

Word Creation

It is already very difficult to fight your way out of the red ocean of keywords. Only by creating your own core keywords can you put yourself invincible.

How to create brand core keywords? It is inseparable from the brand and the product itself.

I have summarized several directions for creating keywords to penetrate users’ minds:

1) Start with the product itself

Create keywords through product selling points, appearance, color, and ingredients to capture the user's mind.

When product selling points are highly homogenized, how can we differentiate ourselves so that users will remember them?

There are thousands of car brands, and Volvo stands out by focusing on safety, and has always maintained its position as a leader in the safety field. For a safe car, Volvo is the first choice.

As the battleground in the cosmetics segment, the market competition for perfume has always been very fierce. Bing Xili has carved out its own unique position in the perfume category with its gilded perfume.

The Bulldog speakers, a regular guy wearing sunglasses, have the feeling of a domineering president. Just by looking at the appearance, you can tell it is Jarre aerobull, which is very impressive.

Brand vision is the most external, direct, communicative and infectious part. It is not the product but the visual perception that connects with consumers. Little brown bottle = Estee Lauder, little black bottle = Lancome, little white bottle = OLAY, there is a kind of blue called Tiffany blue.

HomeFacialPro took a different approach and started from the product ingredients. It continuously educated the market through ingredients such as niacinamide, oligopeptide essence, lactobionic acid, etc. It did not directly start from the highly competitive efficacy keywords such as whitening, acne removal and blackhead removal to seize a place in the market.

2) Start with the usage scenario

When China Auto Rental started its car rental business in 2010, there were already two major players ahead of it: eHi Car Rental, which had 1,200 cars, and Supreme Car Rental, which had 1,000 cars, while China Auto Rental had about 600 cars.

One is more professional, the other is earlier. China Auto Rental is the third one to come, and it is neither professional nor has the first-mover advantage.

The reason why China Auto Rental achieved great success later was because it was the first to seize the minds of consumers. It proposed the slogan "If you want to rent a car, look for China Auto Rental", which strongly linked the car rental category and brand, so that users would think of China Auto Rental when they had a need to rent a car.

3) Create new demand

Some products capture users' minds by creating new user consumption scenarios and cultivating and guiding users' new consumption habits.

For example, the phrase “Chew two gums after meals” in the Extra gum advertisement. Originally, Chinese people did not have the habit of cleaning their mouths after meals, but now some people have become accustomed to chewing two pieces of gum after eating.

4) Define new categories

Fulijia has successfully defined a new category of medical beauty masks and found a very precise user group.

From the category point of view, facial masks have long been a hot market with fierce competition.

From the perspective of efficacy and target groups, there were already various acne-removing products targeting sensitive skin and acne-prone people on the market long before Fuerjia, and it was not easy to enter the market from there;

Fulijia has benefited from the pursuit and love of medical beauty among Chinese women in recent years. Today, medical beauty has not only been widely recognized and accepted in terms of concepts, but has also gradually been integrated into everyone's lives, becoming a way for people to change and reshape themselves.

People have more trust in medical beauty clinic-level products. Fulejia entered the market from the medical beauty mask category and is more authoritative than ordinary skin care and acne brands.

5) Cultural and emotional connection

If I say Chinese style cosmetics brand, what do you think of?

That’s right, it’s Hua Xizi, a cosmetics brand with the concept of “Oriental cosmetics, using flowers to nourish makeup”. Incorporating Chinese style elements, each product is like a work of art. Whether it is its brand spokesperson, store page, product design or ingredient formula, its oriental makeup characteristics run through it, and its consistent tone enhances user awareness.

Word cultivation

After completing the word creation stage, you must be prepared to maintain the word before putting it on the market. Anyone who has used the Through Train knows that the purpose of keyword cultivation is to improve the quality score of keywords.

Keyword ranking = keyword quality score x keyword bid

It can be seen from the keyword ranking formula that the higher the keyword bid, the higher the ranking is not necessarily the case. The ranking is also determined by the keyword quality score.

The quality score is affected by many factors, including click-through rate, relevance, delivery stability, ROI, etc., among which the most important ones are relevance and click-through rate.

When the brand and the keywords are not highly relevant or unrelated, users will naturally not click on them, resulting in a low click-through rate. Then the overall quality score of the keywords will not be high, causing the keywords to not rank high.

For example, when we first launched KKW FRAGRANCE (Kardashian’s own fragrance brand) on Tmall International, searches for Kardashian resulted in a bunch of unrelated products such as clothes and accessories. The correlation between the keyword Kardashian and the KKW brand on Tmall was very low. It took about two weeks for the keyword to show up before KKW perfume products started to appear when searching for Kardashian.

After understanding this logic, the next thing we need to do is to strongly bind off-site keywords and brands so that they are highly correlated with each other, increase the click-through rate of keywords on the site, thereby improving the quality score, and ultimately making the ranking higher and occupying the keyword slot with a low CPC bid.

Make the same sound

When brands deliver content, how can they make users remember it?

In the era of information product explosion, of the 100% of information delivered by a brand to users, only 1% may ultimately remain in the user’s memory, so the content delivered must be careful not to be too scattered.

Focus and repetition are the keys to success. The simple and crude method is to use different channels and different KOLs to send out the same message and spread it through constant repetition. The purpose of repeated emphasis is to capture the user's mind.

In 2018, a previously unknown wedding photography brand became well-known to consumers thanks to its simple and straightforward advertisements.

The phrase "Platinum Travel Photography! Take photos wherever you want" has also become one of the most annoying slogans in 2018.

Despite all the criticism, the brand’s goal at this stage has been achieved: to let users know “who they are”.

In this commercial for Platinum Travel Photography, a group of newlyweds in wedding dresses hold up pink signs and shout out key words and phrases such as "wedding photos", "Platinum Travel Photography", and "Take photos wherever you want", and they repeat them over and over to achieve the purpose of spreading the word.

This advertisement grabs people's attention both visually and aurally.

Especially now that many buildings are equipped with elevator advertisements, while waiting for the elevator, Platinum Travel Photography is definitely one of the most well-known advertisements among all.

The current purpose of this advertisement has been achieved. If you want to take travel photos, look for Platinum.

HomeFacialPro is a domestic brand that entered the market with an ingredient-oriented approach.

As it says, "Impress your skin with ingredients."

China's beauty industry has developed rapidly in recent years. Today's beauty industry is no longer like the early novices who judge the quality of products through efficacy marketing. Instead, they are paying more and more attention to the ingredients of the cosmetics themselves and are becoming more professional.

HomeFacialPro has intensively output ingredient keywords such as "lactobionic acid stock solution" by targeting beauty KOLs with millions of fans in vertical fields. A considerable number of these KOLs have overlapping fan groups, so users can be reached N times in a short period of time. The N times of reinforced memory will enable users to firmly remember the brand when they hear "lactobionic acid stock solution".

Harvesting on the site

After completing the steps of creating and nurturing words, and capturing the user's mind by making the same voice, users search for the keywords we created through online e-commerce to find brands and products, and finally complete the collection and purchase and conversion actions. All these actions together form an overall transaction closed loop of off-site marketing + on-site harvesting.

Author: Albert Operations

Source: Albert Operations