At Verve Concepts, we like to turn tradition on its head. For starters, if you told us we sound like a broken record, we’d shake your hand and say Thank you! By sounding like a broken record, we’re doing exactly what a small business should be doing: repeating our message again and again and again.
Why? When a small business brands like a broken record, it delivers results—namely, a boost to its keyword ranking by being recognized as a go-to source, and an increase in its brand awareness.
Keyword ranking is basically driven by math. These days, search engines (especially Google) determine whether a website provides answers to a given question. For example, since Verve Concepts specializes in small-business branding, our web content is designed to answer questions all about the keyword topic, “small business branding.” The more content we publish related to “small business branding,” the more the search engines are going to refer readers to that content. In other words, the more your website answers your target customers’ questions, the more online traffic you’ll receive.
Most of our clients understand SEO basics. The mistake they tend to make, however, is trying to address too many topics. They tell us, “We’d like to be known for A & B & C & D and probably E, too” and they try to achieve keyword ranking across the entire spectrum of their business. The problem is, by doing that they actually dilute their keyword effectiveness.
Broken record basics: A small business should focus on no more than two or three keywords at a time.
Like a broken record is known for playing the same songs, a successful brand demonstrates similar characteristics.
Broken record basics: Like a broken record, a small business builds its brand on a few, vital characteristics.
Branding can seem overwhelming for any business, but especially so for a small business. Your time and resources, after all, can only stretch so far. So, we’d like to name three fundamental but easy steps your small business can begin to implement immediately.
1. Simplify your plan.
2. Stick with it.
3. Evaluate periodically.
Remember, predictability is a key asset for any brand. Find a message that works and stick with it. When you take that time to learn your customer’s’ favorite song, you’ll eventually hear more and more of them singing your tune.
What are you doing to help your small business sound like a broken record? Drop us a line. We’d love to hear from you!