Building Strong Brand Positioning
Background
A leading technology company in the IoT industry, Client H, contacted Percepto in order to boost their online presence and help them to create and maintain a positive and strong digital narrative. Stakeholders which the client wanted to particularly focus on included commercial partners, clients and potential employees.
Percepto was tasked with employing brand positioning activities in order to further enhance their online image.
Challenges
1
A company with the same name existed with links which outranked Client H, appearing higher in search results.
2
Top management had a lack of focused online presence.
3
The company search online resulted in some outdated news and old messaging coming up high
Strategy
A full-service digital positioning strategy was implemented to build a solid brand narrative for the company, using a number of marketing techniques from the worlds of content marketing, SEO and reputation management.
Our Goals
1
Focus messaging and company values
2
Position the company as a good employer and leader in their field.
3
Create a positive narrative around the incredible work the company does.
4
Gain important position on Google, occupied by controlled assets on the first pages while outranking the results of the company with the same name as Client H.
Implementation
Highlighting Top Management: Ensured website profiles were optimized to rank highly for management related online searches and created focused assets across a number of professional profile platforms including Crunchbase. Further optimized copy on YouTube videos to include names of top management and wider descriptions which in turn increased chances of Google ranking videos highly for their name on Google Search.
Employer Branding: Percepto consulted Client H on the best ways to promote the platform, Glassdoor, with the aim of inspiring former employees to leave a review, thus improving the overall score and securing that score against potential negative reviews. We also gave advice on how to continue this process independently once work by Percepto had been completed.
Content Marketing: We created a wide spanning content marketing strategy including the following:
- Worked with commercial partner companies to implement cross promotion and leverage existing and new collaborations – these included writing blog posts and/or professional profiles on their websites, utilizing their social media accounts, and more while offering to promote them via Client H’s online assets in return.
- YouTube – expanding video descriptions using engaging, organized and SEO-considered content while optimizing the technical aspects of each video to improve searchability, encourage further engagement, and utilize for link building.
- Increase digital narrative with professional profiles for the company itself across multiple platforms.
Consultation: Client H already had a well structured, user friendly, and modern website – Percepto conducted a full analysis and consulted on the more technical aspects of the website and its internal sections and pages to help with future endeavors and improve their ranking moving forward.
Results
- Number of results referring to our client, instead of the other company with the same name, increased from 30% to 60% on the first page of Google
Amount of client-related results on the first page of Google doubled
- Senior management saw significant improvement on searches for their names, which created an overall positive narrative including information, profiles, articles and videos which were in published on behalf of them – especially the CEO
Results
Glassdoor score improved by almost 20%
Employee marketing activity improved Client H’s Glassdoor score by nearly 20% which continues to rise as the company has continued activity as advised following working with Percepto.. This also has produced a good foundation with an increased number of reviews creating a buffer for any future negative reviews.
