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.
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.
