Incorporating your Internet marketing campaign into your companies brand strategy and any traditional marketing and advertising is obvious. Simple methods involve very basic integrations of your companies website URL: in a magazine ad or at the bottom of the TV screen during a commercial. During a radio ad, don’t forget to mention, “Visit us online at www.oursite.com”. Anywhere you can add the website URL is good, because it’s reminding the audience through repetition, which is a basic fundamental concept in marketing. A good way to gauge this is adding the URL is any case where you also provide a company telephone number. Have you ever tried to find the contact information to a company but forgot the phone number? Of course you have. Your chances or remembering a website URL are far greater than trying to remember some random 800 number. This is especially true if your URL address is also properly integrated into your online branding strategy.

Many will argue that a URL is not very important in online marketing. True, while online the actual URL may not matter because everybody uses links to go from one webpage to another. However, when incorporating your online strategy into your traditional marketing strategy, it’s very important to pick a URL that’s short and easy to remember. Try to stray away from complicated words or phrases; make it something that is as close to your business name as possible. An example would be our own site, evolvor.com. If someone forgot our number, they’d at least remember we our located at evolvor.com. And even if they forgot that, chances are they might just try evolvor.com to see what they get (which would be us!) This is why picking the right URL is important. If you are the owner of Tony’s Pizza, try to get “www.tonyspizza.com”. (And let us not forget buying any additional domain names, such as .net, .org, and any easy misspellings: if you don’t, your competition will!) Think about how your audience would think. As a matter of fact, I know how my audience thinks, and I know of one thing they would probably do if they were trying to find me online: they’d use a search engine!

In addition to trying to rank high for your targeted keyword phrases, it’s also very important for you to try to rank high for your company name. This is crucial not only to those trying to find you online, but also adds to your brand and company image. Imagine if someone was searching for information regarding your company or the products and services you offer. Wouldn’t you like to rank at the top of every search engine for your company name? Or would you rather that potential customer find another website that mentions you, along with competitors (or who knows-a competitor’s site all together?). Let’s just agree that it’s not worth taking the chance; so don’t forget your company name when developing your online marketing strategy.

One more thing to consider in incorporating an online marketing campaign into your branding strategy are your actual targeted keyword phrases. Let’s say after a few months you begin ranking high in search engine results for a specific keyword phrase. You may want to consider letting your audience know about it. However, because search results can change very quickly, you may want to actually bid on the keyword as well through PPC advertising to ensure that you are there when a party searches those keywords. Or even better, use both: remember repetition is key in any marketing campaign.