The Power of Branded Keywords

Throughout the years, we’ve worked with various companies and agencies, all with different opinions on branded keywords. 

Some know their true power.

And some think they’re a waste of money.

Branded keywords are an essential part of Customer Journey Marketing, and it’s the 7th question for our Customer Journey Assessment. 

Click here if you want to take the free Assessment yourself and see your brand’s marketing strengths and weaknesses. 

The group against branded keywords has some good points.

People that do a Google search for your brand name are already interested in your brand. They’re searching for it by name, so it must be acceptable to let your organic ranking attract the customer and get you that sale. 

People using branded keywords are usually VERY eager to buy. They’ve done the research, they’ve put in the time, and they have the trust necessary to buy (which you’ve assisted with, right?). 

When this person does a quick search for your branded keywords, they expect to find you. Right away. At the top. With the paid ads. 

Everything else is a distraction. 

You’ll lose customers in several ways if you rely on the person to scroll past these ads to find your organic listing.

• Your competitors could easily be buying your (possibly inexpensive) branded keywords and are the first thing these eager customers see, preventing them from even scrolling down the page. 
• The likelihood of a person clicking a link after a search, instead of searching something else, decreases dramatically the more they scroll.
• Once they scroll down, they will have seen numerous paid ads (claiming they have the solution this person needs) and can see other organic listings under yours. 

When you don’t ever buy branded keywords as part of your marketing strategy, you put several barriers between you and, what was, an eager customer ready to buy. 

Branded keywords can be a massive boon for your business. After investing the time, copy, and money to get a customer ready to buy, it’d be a shame not to seal the deal and miss out on everything you’ve worked on. 

Branded keywords are just a piece of the customer journey marketing puzzle. 

We can help you make sense of the whole landscape! Take our free Customer Journey Assessment to learn your brand’s marketing strengths and weaknesses. 

No matter where you are on your own journey with marketing, this can help put a few more pieces in order, making your path that much clearer.