We live in a society of seekers. People seek out what they feel they need to get what they want. We seek information, insights, tips, advice and deals. We seek amusement, entertainment and diversion. We seek partners and teachers.
Of course the internet has profoundly influenced our seeking tendencies. When we need an information fix, a digital device is almost always within arms reach, allowing us to seek just about anytime, anywhere.
Seekability has profoundly influenced how companies market themselves. Search Marketing, Content Marketing and Social Media all support a company’s potential to be sought out and found. Being seekable is now a fundamental component of marketing.
So what makes brands seekable? Being interesting certainly helps. That means great products and great stories behind those products. Great stories means putting out content that brings those stories to life– Videos, blogs, social media content, native ad content, engaging online promos etc.
And with seekability as a critical part of the marketing equation, we need to measure apprpriately. Metrics around search, stickiness of content and social media authority need to be part of the seekable brand’s marketing dashboard.
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