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What are Brand Archetypes?

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Every brand needs a story, a way to stand out, connect to their audience and a special something that’s going to separate them from the rest. Everybody wants their empire to be better than the next and to leave a lasting impression. But how are you as a business going to stand out if you don’t know what makes you different? A simpler term for this is what we like to call a “Brand Archetype”.

A Brand Archetype is another name for your brand’s personality and choosing the appropriate archetype will set the tone for your brand by embodying specific traits, values, and goals. It’s going to help you build strong relationships with your customers and set a foundation of trust between you and potential clients by staying authentic and consistent with your archetype.

Why do Archetypes matter you might ask?

They are a way of humanising your brand and disabling that fine line between ‘in your face’ sales pitches, and transforming it into something or someone people can relate more to.

Different Archetypes are quite commonly found in movies and stories. They are those essential characters that make a plot what it is and take you on a journey from beginning to end. When you think of Captain America, Simba, Harry Potter and Nemo, what do they all have in common? They are all heroes of the story. They are usually confident, ready for anything and on a mission to save the day. Another typical character in many stories is the “Mentor”. Think Mr Miyagi, Mary Poppins, and Dumbledore. All these characters are usually experienced, trustworthy role models who are wise and full of knowledge.

Just like in all these iconic stories, there are several different personalities your brand can take on in real life. So, don’t worry, if you aren’t quite sure which one you might be just yet, we’ve put together 12 of the most common brand Archetypes.

The Ruler

The Ruler likes to take control, set the path for others, and usually wants to create respected brands and establish class and exclusiveness.

Traits: Leader, responsible, organised, role model, administrator.

Weakness: Could be overly controlling, possibly intimidating, lack a standard connection.

Marketing Strategy: Help people become more organised, create stability and security in a messy world, set high standards.

Example: Microsoft, Barclays, Mercedes-Benz, Rolex, Louis Vuitton.

The Outlaw

The Outlaw is usually risky, doesn’t adhere to the rules and likes to stand out. They also want to shock, disrupt and eat the forbidden fruit.

Traits: Rebellious, reckless, endearing, cool.

Weakness: Could take it too far and possibly be taken the wrong way.

Marketing Strategy: Revolution, allow people to stray away from the norm, appeals to the inner rebel of the customer.

Example: Harley-Davidson, Virgin, Diesel.

The Hero

The Hero wants to save the day and prove themselves. They want to work harder than most and make the world a better place. They see their work as empowering and essential.

Traits: Bold, confident, honourable, courageous, strong.

Weakness: Can be excessively conceited and reserved, fears weakness and vulnerability.

Marketing Strategy: Make a positive mark, be a problem solver and inspire others to do the same.

Example: Nike, BMW, Duracell, Adidas, Red Cross.

The Magician

The Magician is one who wants to make dreams come true and make problems disappear. They like to be persistent and have dreams that some might see as impossible.

Traits: Charismatic, mysterious, imaginative, visionary.

Weakness: unforeseen negative consequences.

Marketing Strategy: Inspire change, make magical moments, deliver mystery, turning problems into solutions.

Example: Disney, Sony, Mastercard, Apple, Dyson, XBOX.

The Explorer

The Explorer usually is outgoing and brave, and they have a yearning for adventure and discovery. They enjoy new experiences and don’t like being fenced in.

Traits: Independent thinkers, restless, ambitious, pioneering.

Weakness: Fear of conforming and being trapped.

Marketing Strategy: Celebrate the journey, risk-taking, authenticity, exciting.

Example: Jeep, Red Bull, The Body shop, NASA, The North Face.

The Sage

The Sage believes that the truth is what will set you free. They are driven by the desire to make the world a better place by finding out truth and knowledge and sharing that with the world.

Traits: Wise, Intelligence, Thoughtful, mentor, trustworthy.

Weakness: Can come across sounding too smart, fear of ignorance and being deceived.

Marketing Strategy: Help people understand the world, provide practical information.

Example: Google, TED, Phillips, BBC, Discovery Channel.

The Innocent

The Innocent type likes to be carefree and simple; when somebody needs somebody to turn to, the Innocent is there for a refresh and positive mindset. They are optimistic and traditional.

Traits: Pure, optimistic, moral, loyal, simple, honest.

Weakness: Can be naïve, and they fear doing something wrong or provoking punishment.

Marketing Strategy: strong values, seen as trustworthy and reliable, linked to morality.

Example: Dove, Aveeno, Coca-cola.

The Creator

The Creator is usually an artistic personality or a builder. They are imaginative and have a passion for self-expression. They have a vision of how the world should, and they crave authenticity and freedom.

Traits: Artistic, creative, entrepreneur, inventor.

Weakness: Can be a perfectionist and sometimes impractical. Fears being mediocre.

Marketing Strategy: Celebrates the creative process and helps people be expressive and creative.

Example: Adobe, GoPro, Apple, Lego, Crayola.

The Caregiver

Caregivers are nurturing and helpful, they share a common passion with the Hero to make the world a better place. They are selfless and driven to protect and care.

Traits: Compassionate, givers, maternal, selfless, generous.

Weakness: To be exploited or to be taken advantage of. They fear ingratitude.

Marketing Strategy: To help people look after themselves. They like to make people feel safe and be supportive.

Example: Heinz, Unicef, WWF, Johnson & Johnson.

The Everyman

The everyman is usually the “guy next door”, approachable and relatable they are just an ordinary person.

Traits: Down to earth, Humble, comfortable, authentic, faithful.

Weakness: might blend in too much, fears standing out and being rejected.

Marketing Strategy: gives a sense of belonging, likes to be relatable, brings reliability and comfort.

Example: Ford, eBay, Target, IKEA, Wendy’s, Budweiser.

The Jester

The jester is the class clown, they like to spread joy to people by using humour and fun, and they also want to live life in the moment.

Traits: Sense of humour, Light hearted, mischievous, fun, entertainer.

Weakness: Can be seen as disrespectful, and they can fear boredom and being boring.

Marketing Strategy: Help people see the lighter side of things, make people laugh.

Example: Ben & Jerry’s, M&M’s, Cadbury.

The Lover

The lover taps into the essential human need, intimacy. They connect people emotionally and provide sensuous experiences.

Traits: Passionate, intimate, romantic, warm, committed.

Weakness: Can be seen as selfless and hard to relate to. Fears being alone and unwanted.

Marketing Strategy: Help others feel appreciated and belong. They build relationships and connect people.

Example: Victoria Secret, Cosmopolitan, Chanel, Alfa Romeo.

But what if my brand fits more than one archetype?

That’s ok! Just like people, we can’t be pigeon-holed into one type of personality. We’re weird and wonderful creatures with many traits. However, when it comes to your brand, it’s best to pick one main archetype that sets the underlying tone for your business communications and marketing. Why? Well, imagine trying to buy something from a schizophrenic sales guy, you wouldn’t know whether you were coming or going. By sticking with one clear tone of voice, you can build a strong rapport with your audience, make them get to know you and feel comfortable to buy from or work with you.

Need help?

Our expert marketing team can help you pinpoint your brand’s archetype, build a stronger brand and develop a connection with your audience.

Talk to us today!

What Is Subconscious Marketing?

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The subconscious mind is an incredibly valuable tool, particularly when striving to enhance your marketing efforts. Cleverly planting seeds in the minds of customers, enabling them to make decisions far before they are aware, is ideal for encouraging your business to strive in your industry. In fact, according to consumer research by CMO, the subconscious mind is responsible for driving up to 95% of purchasing decisions. However, when considering the use of the technique, it can be somewhat tricky to determine the right formula for success. Effective subconscious marketing takes meticulous planning, delving into your brand’s message and uncovering the characteristics that make your selling points truly unique.

A Comprehensive Guide To Subconscious Marketing

So, what is the subconscious mind? Envision the mind as an iceberg, which has been split into three sections. The only visible percentage of the iceberg, although it is the smallest, makes the most impact; this represents the conscious mind. The conscious mind is the physical result of your decisions; for example, the answer to the math problem you have been solving for hours or the meal choice that you eventually made – just like the iceberg, it is the only part that you can see.

Just beneath the tip of the iceberg, underneath the ocean yet within reach of the surface, mirrors the preconscious mind. The preconscious mind is filled with general knowledge, information that you will always know and can access without a second thought. Again, when referring back to the iceberg theory, the second section is nearest to the surface; therefore, it can be reached without effort.

Lastly, is the final section of the iceberg which reaches deep into the depths of the ocean and signifies the subconscious mind. The subconscious mind is similar to a memory bank with unlimited capacity, filled with your deepest of emotions. It is responsible for storing everything that has happened to you, even those that you work hard to forget. The job is the subconscious mind is to ensure that your brain and body can respond to situations the way that you have been programmed to. This is why you react to particular situations in a way that you often cannot control nor expect; otherwise known as ‘autopilot’. As mentioned in an insightful article by Brian Tracy International, it is thought that by your 21st birthday, your brain has stored more than 100 times the contents of the Encyclopedia Britannica, which features 28,000 short articles.

With the above in mind, the subconscious minds ability to spot opportunities makes it a key contributing factor towards whether a client or customer opts for investing their time and money into your business. If you are able to tailor your brand message to appeal to the subconscious mind of your target audience, then you can begin to influence their behaviour choices in favour of your business. Altering your advertising activities to reach the subconscious mind can, if done effectively, grow your business from strength to strength.

How To Achieve Successful Subconscious Marketing

When it comes to tailoring your marketing strategies to reach your customer profile subconsciously, you must first take into consideration their psychological needs. Understanding how to trigger an emotional response can be somewhat tedious, and it is imperative to ensure that you only influence a favourable decision. The core emotional values that should create the foundation for your campaigns must include the following:

  • Power
  • Security
  • Recognition
  • Knowledge
  • Love
  • Freedom
  • Money
  • Tradition

The core values that you base your marketing strategies will be heavily influenced by your industry, target market and brand message. Almost every leading brand has spent time determining the right emotional “needs” for their ideal customer before implementing subconscious marketing. For example, back in 2009, Coca Cola launched its global ‘Open Happiness’ campaign, which featured short clips across TV, cinema and outdoors. This kickstarts a ‘feel good’ reaction from viewers, targeting the one emotion that absolutely everyone wants to feel – happiness. To this day, Coca Cola retains the ‘happiness’ theme throughout their website, including a ‘what makes us happy?’ infographic, along with ‘choose to smile’ videos and much more.

Another fantastic example, which links with the core value of recognition, is L’Oreal’s famous slogan of “because you’re worth it.” The simple, yet highly effective four words have most definitely stood the test of time, becoming the phrase that the brand is now known for. This automatically triggers a deep feeling of appreciation and being recognised for being yourself – again, something that everyone strives to reach.

Once you have gained a solid understanding of how your campaigns can align with the most important core values for your brand, you can begin to implement smart subconscious marketing.

Build A Memorable Brand

Regardless of your industry, business scale or target market, building a memorable yet reliable brand will remain a foundation for success. Ultimately, the end goal is to encourage the consumer to convert, and this is only possible if they have full trust in your corporation.

The first step towards building a memorable brand is to determine your archetype, otherwise known as your brands ‘personality’, used to give your company a human feel. Therefore, building trust and enabling your target audience to connect with your values. There are 12 different archetypes, and each comes alongside unique characteristics; these are:

  • The Creator – The goal of the creator is to create enduring value, encouraging customers to use their imagination.
  • The Ruler – The goal of the ruler is to create order in chaos, taking responsibility for situations and act as a role model.
  • The Caregiver – The goal of the caregiver is to protect others, showing nurturing, generous and compassionate personality traits.
  • The Everyman – The goal of the everyman is to remain a down-to-earth, relatable character which shows people it is okay to be yourself.
  • The Jester – The goal of the jester is to bring joy to the world by taking a light-hearted, humorous approach to situations.
  • The Lover – The goal of the lover is to help people to feel connected, appreciated and passionate.
  • The Hero – The goal of the hero is to be bold, courageous and confident through working hard to improve the world.
  • The Magician – The goal of the magician is to make dreams come true, making the impossible to become possible.
  • The Outlaw – The goal of the outlaw, also known as the rebel, is to break the rules and create a pathway for change.
  • The Explorer – The goal of the explorer is to take risks, tackling new challenges and steering clear from the ‘mainstream’ world.
  • The Sage – The goal of the sage is to improve the world through wisdom, knowledge and insight.
  • The Innocent – The goal of the innocent is to find the positive in every situation, be happy and remain optimistic.

If you are stuck on how to define your brand archetype, then we suggest using the personality quiz on Vision One for inspiration on those that align best with your business objectives and values.

Choosing The Right Colours

Every colour has a connotation, which means those that are used to represent your brand are guaranteed to invoke different emotions, making it a critical factor in your subconscious marketing strategies. It is imperative to spend time gaining an in-depth understanding of the traits associated with particular colours before building your brand identity. For instance, several global social media platforms including Facebook, Twitter and LinkedIn utilise blue. Although we may not realise at first, the colour blue is known for symbolising trust, comfort and communication, making it an ideal choice for social channels. Red, on the other hand, is a stronger, more passionate colour, which conveys a sense of urgency. This is why red is commonly used during sales, clearances and to promote special offers, as it encourages the consumer to make a faster decision. Keep this in mind when brainstorming social media advertising campaigns and alter your use of colours to suit the goal of the post.

More information on colour psychology and how to choose shades to increase conversions can be found on Crobox.

Use Pricing To Your Advantage

Pricing will always be one of the most significant contributing factors towards whether a consumer makes a conversion. Although many assume that the only way to entice target audiences is to showcase the lowest prices available, this most definitely isn’t the case. There is an abundance of methods to subconsciously trigger the customer into believing that the price is lower than it is. The most popular technique which we can absolutely guarantee that everyone would have experienced is the ‘rule of 9’. As opposed to rounding to the nearest whole number, opt for figures such as £19.99, £4.59 or £99.99. This tricks the mind into believing that the price is lower as instead of seeing, for example, £20, the consumer will only take into account the £19.

Another fantastic example of successful subconscious marketing when it comes to pricing can be seen on Expedia. When you submit your details and click the search tool, the deals will begin to appear slowly, yet showing only the most expensive first. This makes you believe that the most expensive deals are the only ones available to you. As the page continues to load all of its results, you will start to notice the price dropping, convincing you that you have found a bargain by the end.

Embed Marketing Triggers

When marketing an e-commerce website, incorporating persuasive triggers is ideal for appealing to the subconscious mind, again, creating a sense of urgency for the customer to make a conversion. As featured in an article by Propeller, approximately 67% of millennials confess that they prefer to shop online, which means that understanding how to capture their interest is crucial.

Implementing subconscious triggers into your content marketing strategy when building an e-commerce website is relatively straightforward. As opposed to writing in-depth chunks of content, instead, small, straight to the point phrases will be just as effective. When shopping online, the visual aspects take centre stage and text; on the other hand, should be in the form of call to actions. There are an array of triggers which can be embedded into your webshop. Phrases such as ‘limited time only’, ‘free shipping’ and ‘free returns’ are all ideal for driving sales. Accompany your call to actions with countdowns or promotional codes to persuade the consumer to act now to avoid missing out on special offers.

Work On The Small Details

While it is essential to experiment with innovative methods, never forget about the smaller details, which are just as important in promoting an emotional impact on your target audience. Taking time to focus on the basics of running a successful brand will help towards maintaining a positive reputation; these are what will signal as to whether you care for your consumer or not. Just some of the many ways that you can maintain a strong customer focus include the following:

  • Communication – Whether you are responding to social media mentions, contact form request or even internal emails, maintaining communication will ensure that your business forms a personable and friendly impression.
  • Personalisation – Personalising customer experience is vital in building a positive relationship, in which they will return in the future and recommend your brand to their loved ones.
  • Exceed Expectations – You must strive always to go above and beyond to provide an unbeatable experience for every consumer. Exceeding expectations is a fantastic way to deliver your service memorably.

Generate Conversions Through Subconscious Marketing

There is most definitely a strong correlation between brands who adopt the subconscious marketing approach and success in their chosen industry. Having worked as an SEO marketing company for many years, we recognise the need to adapt to the latest trends to find the right triggers for your target audience. Subconscious marketing is a technique that we can guarantee is here to stay!

Top 5 Video Marketing Statistics

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Mastering the art of video marketing is an absolute must for any successful campaign strategy. With our top 10 video marketing statistics, you will understand how effective video marketing actually is and realise it is no longer just one piece of your overall marketing plan, but central to your outreach and campaign efforts.

Video marketing statistics you need to know

If video marketing isn’t something you have considered before, then now is the time to think about and understand the abundance of possibilities and benefits it can bring to your business. As a reputable marketing agency, we can confirm that using videos to promote and market your products/services increases engagement on your digital channels, educates your customers and effectively reaches your audience using a new medium. 2019 saw video transform from a singular marketing tactic to an entire business strategy, making it a necessity for all your future campaigns if you want to keep up with the competition. Video hasn’t just improved and transformed how businesses market their brand; it has revolutionized how companies connect with consumers. Video marketing isn’t just limited to the odd promotional video posted on Facebook once in a while, in fact, there are 10 different types of marketing videos you can utilise throughout your campaign to boost conversions, build trust and encourage social shares.

1. Demo Videos

With a demo video, you can showcase how your product works and give consumers a genuine reflection of what you have to offer.

2. Brand Videos

Typically, brand videos are created as part of a larger advertising campaign. You can use a brand video to showcase your company’s core values, mission or products/services.

3. Event Videos

If your business is hosting a conference, fundraiser, round table discussion, or any other type of event, it is the perfect opportunity to produce valuable video content. In the video, you could include interviews with an industry specialist, snippets of presentations or anything you think would be relevant and enjoyable to watch for your target audience.

4. Expert Interviews

A great way to build trust and authority with your target audience is to capture interviews with internal experts and thought leaders in the relevant industry. Having discussions with influencers in your industry is great content to get in front of your audience.

5. How-To Videos

How-To videos are useful to teach your audience something new and build the foundational knowledge they’ll need to better understand your business and solutions.

6. Animated Videos

If your services or products aren’t generic and require some explanation to the standard consumer, animated videos are a great solution. Put simply, using strong visuals makes it is easy to explain abstract concepts.

7. Customer Testimonial Videos

Potential buyers of your product/service users will always look for some sort of confirmation that what you are selling can and will meet their needs. Although good reviews can highlight this, a video that features your satisfied, loyal customers will make a much better impression.

8. 360° Videos

A 360° video allows viewers to experience a location or event as if they were physically there. The immersive experience creates an instant connection between your brand and the user, which guarantees to make a lasting impression.

9. Live Videos

Live videos give your target audience a behind the scenes look at your company, making them feel more involved. It also draws longer streams, and higher engagement rates as viewers spend up to 8 times longer engaging in a live video than with video-on-demand.

10. Personalised Messages

If you really want your brand to stand out, then videos are a creative way to continue a conversation or respond to someone via email or text. You can even use videos to give personalized recommendations and drive customers further down the purchase journey.

53% of customers engage with a brand after watching a video on social media

As well as being engaging, videos are a great way of increasing brand awareness and driving potential customers to your social media pages or website. As shown in the statistic above, over half of consumers will pursue a brand further after watching a video they have posted online. When it comes to millennials, this figure increases to 66%. This proves that videos are not only an effective form of advertising but also a great opportunity in terms of your social media marketing strategy. As an SEO marketing company, we know how you can optimize your videos for online searches and improve overall visibility. Here are a few tips that you will find useful:

  • Choose the right video hosting platform
  • Insert a video transcript
  • Carefully consider the video title and description
  • Ensure the rest of the page is relevant to the video and optimized for SEO
  • Make the video the focus of the page
  • Don’t rely solely on SEO to promote your video

Tweets with a video see 10 times more engagement than those without

When it comes to social media advertising, Twitter is hard to compete with. The microblogging platform has evolved over the years from a space to share 140 character tweets to a network where you can share pictures, GIFs and of course, videos. Video posts on the social network actually receive higher engagement levels than standard tweets – with 2.5 times more replies, 2.8 times more retweets and 1.9 times more favourites. A lot of brands like Netflix use Twitter to share teasers and snippets of exclusive films/tv series to build anticipation before the release. This is extremely effective as users will then retweet or respond to the post in order to share with others and start a discussion. Brands also use videos on Twitter to announce discounts/offers, create more user-generated content and collaborate with influencers to market products. Like many other platforms, you can use analytics to check how well the video content you are posting is performing. With Twitter analytics, you can check the number of times the video has been used and the video completion rate.

YouTube is the second largest search engine

Since March 2014, the number of people watching YouTube videos has increased by 40%, proving video marketing has never been more necessary for the modern-day consumer. When posting content on Youtube, it is beneficial to choose an enticing thumbnail because, although we don’t like to admit it, we all judge a book by its cover. The best thumbnails are minimal, enticing and most importantly, relevant to the video content. Red Bull are a perfect example of how to implement video marketing appropriately using engaging thumbnails. Each thumbnail is visually appealing and gives you a glimpse of what the content is but doesn’t give too much away, so you are inclined to click on the video and find out. Another benefit of using YouTube as a platform for your video marketing is that you can keep on top of your analytics. The insights YouTube offers allows you to see how many views you have received, who is watching, where they are watching and audience retention.

Nearly two-thirds of consumers prefer video under 60 seconds

The length of the videos you post has a huge impact on how many people will watch until the end. In fact, videos that last longer than 1 minute can deter potential customers from viewing your videos altogether. So, although twitter and Instagram have expanded the length of the videos they allow, that does not mean you should follow suit as it could be detrimental to your marketing campaign. When posting videos online, you should think of it as if you were showing a client your products in person – you don’t bore them with all the details of every single product you have to offer, you show them the products you think will appeal to them the most and promote them accordingly. So, when it comes to your video marketing, you should edit your videos down to the best of the best. Simply decide what images and clips will help you tell the story you want to share and get rid of everything else.

Video of a live event increases brand favorability by 63%

Live videos are truly changing the way brands interact with their audiences as it engages them in an immediate and authentic way, which other platforms cannot. Livestreaming is a powerful feature on platforms such as Facebook and Instagram that has the ability to expand the viewing potential of an event attended by hundreds into the millions. With a live video, you can effortlessly connect global offices and reach audiences of unprecedented scale for product launches, fashion shows, exclusive events etc. The effectiveness of live videos as a marketing strategy was proven in a study conducted by Livestream with New York Magazine. The study revealed that 80% of users would rather watch a live video from a brand than read their content marketing posts. Consumers would prefer to see your company produce live content as opposed to reading your post, so live streaming is definitely worth considering.

Video + Marketing = Traffic, Leads and Sales!

We are certain that the impressive video marketing statistics listed above are enough to convince you that videos should be a key feature of your marketing campaign. Of course, videos are just one element of a successful strategy, and there are many other things to consider to achieve the results you want. In fact, if you think your brand needs a little TLC to get the recognition it deserves, take a look at our web design services.

Why Your Business Needs A Blog

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Based on research by Internet Live Stats, there are now over one billion active websites on the internet – a statistic that continues to develop each second. With an ever-growing number of competitors landing a place on the web each day, it is imperative to ensure that your site remains one step ahead of the game.

One of the most effective ways to boost not only ranking but also traffic and conversions is to continuously update your website with fresh, rich content through blogs. Studies show that businesses that incorporate regular blog posts to their marketing strategy saw a 55% increase in visitors. With this in mind, we have devised a comprehensive guide on why your business needs a blog, accompanied by benefits and top tips.

A Guide On Why Your Business Needs A Blog

SEO marketing campaigns play a pivotal role in enhancing your online presence, which, in turn, will increase your customer or client base. Several techniques are used to boost your organic ranking, ensuring that your website is seen for the search terms that you specialise in. Although other methods such as link acquisition and assessing analytical data are all important components of a campaign, opting to incorporate a blog is perhaps the most beneficial. Not only are blogs a relatively inexpensive way to drive traffic to your website, but they also give you the chance to convey your true passion for the industry. Here we delve deeper into the core benefits of a business blog.

Humanises Your Business

While the landing pages on your website can be used to convey professionalism, the blog gives you the opportunity to connect with your audience. A plethora of topics can be included in articles from the latest industry news and business updates to handy tips and insightful stories. All of which help towards humanising your business, adding a personal touch that users can relate to.

When designing a blog page, ensure that it isn’t merely a one-way platform. Provide readers with the choice to leave comments or feedback on their thoughts, both of which encourage conversation on your article topic. You can then spend time filtering through comments, perhaps once a week, replying to readers. This is a fantastic way to demonstrate your care and dedication to the needs of your target audience.

You can find a great article, based on a talk by brand strategist Allen Olivo, on how to humanise your brand on CMO.

Sharable Social Media Content

The world continues to revolve around social media, which means that as a business, you should most definitely be using all platforms to your advantage. While it may be tricky to encourage website traffic through posting landing pages, it couldn’t be easier when you have rich, insightful articles ready to share.

Providing your ideal demographic with relatable, valuable and entertaining information is guaranteed to promote an increase in engagement. We have all seen an article which we can empathise with or shares our passion, so reshare on our page – you want to create blog posts that encourage this from your ideal target market.

Similarly to any other post type, you will only reap the benefits of social media sharing if you also take time to increase your following. The most effective platforms for sharing articles remain Facebook, Twitter and LinkedIn as they all allow you to add direct links to your website in posts. Neil Patel has put together an excellent article on how to gain more social media followers, which is a worthwhile read, especially for start-up businesses.

Establishes Authority & Builds Trust

Although the end goal is always for website users to make a conversion, it is rarely a process that can be completed overnight. Individuals must see your business as a trustworthy source, a company that they are willing to invest their money into before they even consider making a purchase. A highly effective way to establish authority and build trust with potential customers and clients is through providing them with helpful information, in the form of blogs.

Once you have built a relationship with readers, you will then be seen as their ‘go-to’ source of information when they are in need of tips, guidance or industry updates. Your branding, mission and key selling points will all become familiar to them, keeping your business at the forefront of their mind.

Improves Search Engine Ranking

One of the most significant benefits of blog posts is their ability to dramatically improve your search engine ranking. Google’s latest algorithms state that websites are ranked based on their percentage of fresh, rich content that is posted monthly.

The more content that is published, the more often search engine crawlers will visit your site to index new copy. Therefore, the more ‘useful’ your website will become in the eyes of Google, who will cleverly rank you higher than your competitors. Search engines want to remain as helpful to their users as possible, so will steer clear from suggesting any sites to them that are filled with outdated content or have been abandoned.

There are several different ways that you can ensure your articles are optimised for search engines, including the following:

  • Add Keywords – Every blog post must include a keyword to capture searches. Keywords can be found using tools such as Google Keyword Planner.
  • High Word Count – As mentioned above, the more fresh content you publish, the higher you will rank. Try to avoid posting articles that are less than 1,000 words.
  • ALT Text – All images included in articles must have ALT text, which boosts web accessibility. Sites use on-screen readers to read ALT text for visually impaired website users.
  • Title Tags – Also known as a meta title tag, a title tag is an element of HTML, which allows Google to pick up the title of your post or page. The title tag is shown on the search engine results pages (SERPs) and must be between 50-60 characters.
  • Meta Descriptions – The meta description is a brief summary of your post or page, which is displayed in search results. Every article must include a meta description, which should be around 160 characters.

Boosts Session Duration

Blog posts are likely to include considerably more information than any website landing page. This means that, if written well, opting to publish regular articles will dramatically boost session duration.

Optimising each blog post for search engines using the tips mentioned above will also help towards this. Aspects such as an effective keyword found through Google Keyword Planner will mean that when you are shown at the top of search results, it will be because your post matches the needs of the reader. They will not immediately leave, but instead, stay on the page to read the remainder of the content to find the answer to their question.

The increase in session duration also relates to the idea that blog posts establish trust. If a reader finds your information useful, they are likely to revert back to your list of blog posts to continue reading up on their desired topic. Before they know it, they have spent more than half an hour browsing your website and familiarising themselves with your brand. You have now made an imprint in their mind and built a trustworthy connection.

Targets Long-Tail Keywords

Although adding relevant keywords to your articles has been briefly mentioned, it is a topic we believe is important enough to delve deeper into. When it comes to blog posts, you will not be picked up for your service or product keywords, but rather long-tail keywords.

Long-tail keywords feature three or more words, creating a phrase. They allow you to drill down further on your audience, meaning that you will only appear in the search results of those who genuinely want to read your article. Using long-tail keywords increases your likelihood of conversion as you are targeting the specific terms that users are searching, avoiding wasted clicks. A full guide on using long-tail keywords can be found on HostGator.

Generate Internal Links

Online marketing and achieving successful search engine optimisation is all about acquiring links to your site. While it is imperative to gain links from other sites, you can also create internal links independently through blog posts.

Adding internal links to posts when mentioning a product or service that you specialise in points the reader from one page to another. It allows them to familiarise themselves with your areas of expertise, again, establishing authority. It provides tonnes of opportunities to discretely encourage the reader to show interest in your business through naturally incorporating links into articles. Internal links are a super easy, yet effective way to direct website users to the landing pages that you want them to see.

Reap The Benefits Of Blogs

Particularly as a small, start-up business owner, it can prove tricky to schedule time to create blog posts. You may wonder whether they are worth the extra time; however, they are guaranteed to come alongside an array of benefits. Every content marketing strategy must incorporate blog posts to ensure that websites rank high on search engines. Try to keep the topics of your articles relevant to your industry, whether this may be top tips, ‘how-to’ guides or even essential updates in your field – the more fresh, rich content, the better!

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