Is Free Brand Promotion Online Possible?

The coronavirus forced nearly every second brand (48 percent) in Poland to change its SEM spending, and one third to reshuffle social media budgets[1].

These are not the only marketing activities that have been transformed by the pandemic. Video, product placement, content marketing, and influencer marketing – many companies have reduced the intensity of such activities. Meanwhile, brand promotion should be one of the most important items in the budget – it is the key to acquiring new customers.

– Reduced company revenues force them to cut many expenses – including limiting funds allocated to advertising. However, completely removing this item from the budget can have negative long-term effects. If we reduce advertising spending instead, it will be much easier later to return to more intensive activities. It is worth remembering that even with limited financial resources, it is possible to carry out relatively low-cost activities, such as search engine optimization for a website in Google or reaching new customers through social media – says Kamil Sroka, Head of SEO at DevaGroup, an interactive marketing agency.

Taking care of SEO does not require high costs

SEO without high costs

Companies struggling with poor visibility in Google search and difficulty acquiring new customers online should start by identifying the main keywords they want to rank for. Free tools such as Semstorm, Google Keyword Planner, or Moz Keyword Explorer can help with this. The next step is expanding the website with appropriate content – subpage descriptions, blog posts, expert publications. These materials should include not only information relevant to customers, but also the keywords listed above.

It is also important to give subpages and all materials titles containing keywords and place them in appropriate HTML headings. Every image should be described – this is important not only for visually impaired users, but also for Google's algorithms. A website's position in search results is also improved by appropriate linking to individual subpages. For example, a post on the company blog about how to choose a phone can contain a link to the company's phone offer.

What would the customer say about it?

– It is worth putting yourself in the role of a potential customer and reviewing your website from their perspective. Does the page load quickly, and is it optimized for mobile devices? How well does the site communicate your company's message? How easy is it to find a specific offer? Can the customer quickly contact you, for example via live chat or a Messenger plugin, or do you leave them only with a contact form and reply to emails after several days? – lists Kamil Sroka.

Social media as a goldmine

Effective and free brand promotion online

Maintaining social media profiles can also be a goldmine at relatively low financial outlay. An account on Facebook, Instagram, Twitter, or LinkedIn can make it possible to reach new audiences. Dozens of potential customers are right there in these channels, and good timing, sharing valuable content, and the ability to skillfully join public conversations can open many new doors. It is also through social media that many people ask questions about products or services. Properly promoted engaging posts that are eagerly shared further can be the key to expanding awareness of even the most niche company, and thus to brand promotion.

– There are many ways to promote a company on a small budget. However, the most important thing is to create a coherent marketing strategy that connects all channels and makes it possible to reach the customer with a consistent message. Active brand promotion is difficult if it is not really clear what we actually want to say to customers – summarizes Kamil Sroka.

Numerous guides and articles available for free online can help in running advertising activities. If the challenge is greater and a comprehensive approach to brand promotion is necessary, it may be necessary to seek the help of a professional marketing agency, which will audit the website and social media profiles and advise how to reach new customers with the message.

[1] IAB Polska, Consequences of the COVID-19 epidemic for the online advertising communication industry

Summary

Brand promotion does not have to be expensive – even during a crisis. The key is to focus on SEO, that is, refining keywords, content, and website linking, as well as on social media activity, where new audiences can be reached without large outlays. An expert from DevaGroup emphasizes that the most important thing is a coherent strategy combining all channels. The pandemic changed the marketing spending of many companies – 48 percent reduced SEM budgets, but completely giving up advertising can have negative long-term effects. It is also worth remembering that even free tools and free guides can support image-building activities.