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Take a look around the WordStream office and you’ll find a sea of computer monitors. No matter which department someone works in—marketing, sales, managed services—she has at least two screens at her desk. We spend all day working on computers, and when we go home for the night, we kick back with some red wine and watch Netflix—on our computers.
No, this isn’t a PSA about digital eye strain (although there’s no doubt that we all have it). Instead, we’re simply trying to convey the ubiquity of computers, both at work and in the home. This may make it sound as if marketing computers is a cakewalk, but the opposite is true: standing out amidst in tense competition is a huge challenge.
We’d be remiss if our discussion of computer marketing tactics didn’t mention the power of branding. The American Marketing Association defines a brand as “a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” Branding, therefore, is the process of distinguishing a product from others like it. It’s about attaching a unique feeling or idea to a product in order to differentiate it from rival products that are, at their core, pretty similar.
This is immensely important for computer marketers. That’s not to say that there aren’t operational and technical differences between MacBooks and Surface Pros. From a broad perspective, though, these products offer a lot of the same stuff—thus making it crucial that Apple and Microsoft invest in branding efforts to differentiate themselves.
If there’s one online advertising channel through which you can build a brand for your computer company, it’s social video content. The first step is deciding which emotion you want consumers to associate with your product. Let’s say you’re aiming to build a brand of knowledge and innovation. You can create a short Facebook video that shows laboratory researchers using your computers to compile data regarding some rare disease. When consumers see your product in this setting, they’ll feel inspired to work hard, ideally using your computers. Plus, social video content is highly engaging and shareable, so it’s great for expanding reach.
You can carry this sentiment over to your search ads. Perhaps a prospect sees your social video and feels impressed. Down the line somewhere, when she needs a new laptop, she conducts a search. The headline for your ad immediately grabs her attention: “Unlock the Innovation Within You | Get Your MacBook Pro Today.” It reminds her of your awesome Facebook video, and she clicks through to your site. The power of cross-platform branding at work!
But, maybe she doesn’t convert after clicking. Buying a new laptop is no small expenditure, after all. Luckily for computer marketers, branding and remarketing campaigns go hand in hand. Using the Google Display Network (GDN), you can target prospects who have already visited your site while they navigate elsewhere on the Internet. So, the woman who saw your video and clicked your search ad? While she’s reading an ESPN article about Rob Gronkowski’s knee, your very best banner creative will show up and remind her that your brand inspires innovation. This happens a few more times, and she eventually converts.
Believe it or not, remarketing can be even more targeted. Remarketing lists for search ads (RLSA) allow you to increase your bid on a keyword when one of your remarketing prospects uses it in a search query. So, after the woman who loved your Facebook video has seen a few of your Display ads and decides to search for laptops again, RLSA enables you to ramp up your bid and ensure that your ad appears at the top. This prime position combines with the sentiments behind your brand to yield a conversion. Done and done.
For more online advertising tips and tricks, read the WordStream blog.