The importance of brand building — Michelle Robbins // Clearlink

About the speaker

Michelle Robbins

Clearlink

 - Clearlink

For more than 20 years Michelle has lived at the intersection of technology, marketing, and data. She is an accomplished marketing, technology, and media professional with deep experience as an analyst, engineer, digital marketing, search and content strategist, editor and writer. At Clearlink, Michelle leads Consumer Brands' data and analytics team, leveraging her deep technology and analysis experience to oversee the development of a holistic end-to-end reporting and analytics system, and accelerate the organization's machine learning and statistical capabilities. A member of the digital marketing and search community since its beginnings in the late 90s, Michelle founded her own web development consultancy, worked agency-side at Aimclear, and spent 12 years at Third Door Media, serving as SVP, Content & Marketing Technology while also Editor in Chief for Search Engine Land, Marketing Land, and MarTech Today. She is a frequent keynote speaker, webinar presenter, and podcast guest on topics spanning martech, data, product development, content strategy, and search marketing.

Show Notes

  • 01:42
    Why brands matter as an SEO
    Brands help to spread your business. They expand your audience by adding another angle to your story. You still want people to interact with your message even outside of your website.
  • 04:25
    The effect of branding
    People are attracted to familiarity. So if they have an affinity with your brand, they will feel more comfortable choosing you over your competitor.
  • 05:23
    Building brand awareness
    Spread out your strategy with cross-channel marketing. Dont depend too heavily on a single channel to keep you in business. Build a presence wherever you can find your customers.
  • 07:24
    Connecting with your consumers
    Get to know your target audience and how they prefer to consume content. Bring some value to the table so that you can make meaningful connections.
  • 10:07
    Understanding brand affinity
    You get brand affinity by providing relevant and useful content. Your content should be based on what you have found out about your target market.

Quotes

  • "Brands matter in SEO because people don't only interact with your service, your business, your customers, your clients, service or business in search." - Michelle Robbins, Senior Director of Data and Analytics, Clearlink

  • "It's not just about being successful in one channel. It's about being successful and being visible across all channels..." - Michelle Robbins, Senior Director of Data and Analytics, Clearlink

  • "The most important things that I've realized as a marketer is that you need a balance of awareness driving activities and direct response channels." - Benjamin Shapiro, Host of VOS podcast

  • “Brand building matters for SEOs. It's the reason people are clicking on your link.” - Benjamin Shapiro, Host of VOS podcast

  • “You should be horrified if 80% of your money is derived from conversions from Google, and Google will change.” - Michelle Robbins, Senior Director of Data and Analytics, Clearlink

  • “Theres probably no way Id agree to work with a client whos not also investing in branding, whos really relying just on SEO and organic traffic.” - Michelle Robbins, Senior Director of Data and Analytics, Clearlink

  • “I think it's easier to make connections in some channels that are not SEO based.” - Michelle Robbins, Senior Director of Data and Analytics, Clearlink

  • “Very rarely does somebody have brand affinity based on a search result. Often people have brand affinity based on the content that you're delivering to them.” - Benjamin Shapiro, Host of VOS podcast

About the speaker

Michelle Robbins

Clearlink

 - Clearlink

For more than 20 years Michelle has lived at the intersection of technology, marketing, and data. She is an accomplished marketing, technology, and media professional with deep experience as an analyst, engineer, digital marketing, search and content strategist, editor and writer. At Clearlink, Michelle leads Consumer Brands' data and analytics team, leveraging her deep technology and analysis experience to oversee the development of a holistic end-to-end reporting and analytics system, and accelerate the organization's machine learning and statistical capabilities. A member of the digital marketing and search community since its beginnings in the late 90s, Michelle founded her own web development consultancy, worked agency-side at Aimclear, and spent 12 years at Third Door Media, serving as SVP, Content & Marketing Technology while also Editor in Chief for Search Engine Land, Marketing Land, and MarTech Today. She is a frequent keynote speaker, webinar presenter, and podcast guest on topics spanning martech, data, product development, content strategy, and search marketing.

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