Most of the big retail brands tend to face unique obstacles in terms of digital marketing because trying to manage a big international brand is not easy.

That’s especially true when the company in question is multi-channeled which means it’s being sold digitally, through branded stores, directly, and through retailers.

When trying to balance both internal and external stakeholders, there are some big marketing demands for those types of brands, and one of the best examples of how a company can handle a search campaign through page search is The North Face.

Local

Any business that has its own physical location should be looking to get as many customers as possible to shop directly from that store.

This way, the business gets the chance to control the customer experience without having to compete with any other brands.

That means one of the first things that a company with a physical location needs to do is make sure all of its location data inside the Google business profile is up-to-date and accurate all the time.

Despite the fact that the e-commerce industry is constantly growing, the offline sales are still about 80% of the total of the sales that are made through e-commerce.

The North Face is a great example of this because all of the details of the brand in its location data are up-to-date and complete, and the brand also supplements this information with advertising campaigns showing potential customers what they can find inside the store.

Website

When it comes to search campaigns, both organic and paid efforts tend to mainly focus on the right keywords, but without a proper business website, companies can’t rely on anything of the sort.

See also  Luxury Brand Marketing

In terms of search engine optimization, for companies that means they need to create a very crawlable and highly performative website that contains valuable and engaging content for the target audience.

On the other hand, for paid search efforts, companies need to make landing pages that tie into the search terms that the business is targeting, which also converts at a rate that can exceed the prices of their bids.

This isn’t an easy thing to balance, The North Face has managed to do it as well.

The way that the brand has gone about this is by maximizing the use of all the ad copy so that the company can include all of the website links and extensions, as well as keywords to be mapped to the right landing pages.

That means, that when a potential customer uses search engines to look up a product from the brand, they are immediately able to find that product they need, which is ranked highly on search engine results pages.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.