Brand Archetypes — Meet the Innocent The cute kid, the dreamer, the optimist, the do-gooder. What do they all have in common? They are manifestations of the Innocent Brand archetype, used by corporations to speak to two often unmet needs in our fast-paced, hectic lives – simplicity and happiness. Brand archetypes are the secret sauce to creating stronger brands, and are an essential tool for any marketing toolbox! To learn more, read the introduction here. The INNOCENT PROMISE: Life doesn’t have to be hard. Keep it simple. CORE DESIRE: To experience paradise GOAL: To be happy FEAR: Doing something wrong that will provoke punishment STRATEGY: Do things right GIFT: Faith and optimism MOTIVATION: Independence and fulfillment All About the Innocent The Innocent is an eternal optimist who always sees the good in people and in life. Purity is at the heart of every action, and as a result, the Innocent believes in redemption and lacks guile. Free of corruption, the Innocent seeks the promise of paradise. This brand archetype is associated with simple pleasures and wholesomeness. With our busy lifestyles, we are attracted to the focus on simplicity. For prime examples of the Innocent archetype, look no further than Dorothy from The Wizard of Oz, Ronald McDonald, Real Simple Magazine, and Coca-Cola. The Innocent in Action The Innocent archetype is most prevalent in mom-and-pop shops, nonprofit organizations, and churches. Their marketing often appeals to the nostalgia of simpler times and may use muted color palettes and gentle imagery. The products behind Innocent brands are quite often natural or pure (e.g. cotton, soap, organic foods). The organizational culture and customer service are focused on being truthful, honest, and reliable. Generally not very innovative, these companies stick to what works and is predictable. Pricing tends to be low to moderate. The Different Levels of the Innocent Archetype Each of the 12 different archetypes has levels. The lower levels are less mature while higher levels are more developed. Level 1: The Innocent brand archetype includes people who feel paradise is their birthright and not having it makes them angry. They are defined by a childlike perspective and traits such as naïvete and narcissism. Level 2: The midpoint in the process of achieving innocence that focuses on renewal, reframing, and cleansing. People at this level are still searching for paradise but haven’t quite found it yet. Innocents at level 2 are seeking to reinvent or renew themselves through new beginnings. Level 3: Belongs to the most highly evolved Innocents who believe that people make choices for a simpler, values-driven lifestyle and as a result create their own paradise and sense of spiritual oneness. The belief is that innocence (paradise) comes from within, not from outer experiences. All in the Family Within the Innocent family are many different angles of the archetype. The book Archetypes in Branding breaks these nuances down into sub-archetypes (including the primary Innocent archetype) for a total of five. Innocent With an unbridled sense of wonder, the Innocent sees the world as honest and wholesome. This sub-archetype embodies a sense of renewal, inner peace, and nostalgia. It is pure, virtuous, and faultless. The challenge it faces is the tendency to avoid or deny problems. Child Bursting with energy and a positive attitude, the Child is easily amused, entertained, or fascinated. The Child demonstrates a relentless belief in the goodness of humanity and is open to possibilities. Its curious nature tends to bring out the best in others. Challenges exist in that the Child is easily influenced and unable to grow up and assume responsibility. Dreamer With the ability to be swept away by possibilities, the Dreamer communicates abstract ideas with the help of a vivid imagination. Possessing the faith of a child, this brand archetype prefers to live in the paradise of the mind. However, it lacks the structure necessary to execute ideas in the real world. Idealist The Idealist is driven by the belief that the individual can make the world a better place and believes in the possibility of positive change. Motivated by the ideals of harmony and peace, cooperation and collaboration, the Idealist acts as a catalyst for positive change. Unfortunately, the Idealist tends to view the world through rose-colored glasses and chooses not to see potential dangers. ​Muse As its name implies, the Muse is a source of inspiration and serves as a conduit to knowledge and understanding. Although the Muse excels at motivation, its unfocused energy can sometimes bring chaos. Real-World Examples of the Innocent Brand Even though the product itself is not wholesome (here, have an artificially flavored glass of sugar and acid that will rot your teeth and give you diabetes!), the company still positions its brand as Innocent (remember, branding is all about perception and meaning) and the world believes it. During WWII Coca-Cola was marketed as a cool, refreshing, nonalcoholic drink for soldiers and soon the bubbly brown beverage became directly associated with American idealism. In 1971, Coke rolled out one of its most well-known campaigns. Singing about wanting to buy the world a Coke, a diverse group of individuals, glass bottles in hand, extolled the product’s diplomatic virtues. With the slogan “It’s the real thing,” Coke aimed to unite the countries of the world through carbonation. Another commercial shows that even during the busiest moments of parenthood, a cold Coke equates to a simple moment to breathe – and accompanies a pregnancy announcement. For soda drinkers, this is happiness epitomized. Switching between the perspectives of a 100-year-old man and a new baby arriving in the world, a third commercial reflects the ideals of the most developed level of the Innocent. The centenarian narrator tugs on heartstrings as he travels from his island home to the city and speaks about a self-realized paradise, one in which relationships are what is important in life and happiness comes from within. In an interesting twist, this commercial also speaks to the lower level of the Innocent archetype which believes that “happiness is your birthright.” And finally, in true Innocent fashion, the company used a childlike commercial, complete with sweet polar bears and a cuddly cub, to prove that Coke does, indeed, make everything all right. The Innocent Consumer Consumers drawn to the Innocent brands are looking for products that provide an experience of peace and goodness. They like brands that make life simple and when they find a brand they can trust they are loyal to it. These consumers long to have the ideal life, complete with a perfect mate, well-behaved kids, a fulfilling job, and a nice home. They strive for goodness, are very often trusting, and have a great deal of faith in others. They are a traditional lot and do not seek change. Is Your Brand an Innocent? Ask yourself: Is the goal of your company to help people find or realize happiness? Does your company value simplicity and ethics? If you answered yes, it is very likely your brand is Innocent. To get the most from your marketing dollars, you should do all you can to communicate these values to customers. Still not sure which archetype defines your brand? Take the brand archetype quiz to find out your results and then check out an overview of the 12 brand archetypes to learn more.

Brand Archetypes — Meet the Magician ​“The power of the Ruler is to create and maintain a prosperous and peaceful kingdom. The power of the Magician is to transform reality by changing consciousness. Good Rulers take responsibility for their symbiotic relationship with the kingdom, knowing that the state of their life reflects and affects the state of their Souls, but they generally cannot heal themselves. Without the Magician, who heals the wounded Ruler, the kingdom cannot be transformed.” ​~ Awakening the Heroes Within Brand archetypes are the secret sauce to creating stronger brands, and are an essential tool for any marketing toolbox! To learn more, read the introduction here. The MAGICIAN PROMISE: If you can dream it, you can achieve it. CORE DESIRE: Knowledge of how the world works GOAL: To make dreams come true FEAR: Unanticipated negative consequences STRATEGY: Develop a vision and live it out fully GIFT: Finding win-win outcomes MOTIVATION: Mastery All About the Magician Let’s start with the obvious. The Magician archetype is easy to draw on if there are ancient or special rituals involved. But a wizard in a pointed hat does not reflect the fullness of this archetype — not even close. At its core, the Magician sets out to achieve objectives by applying the fundamental laws of how something works to get results. This includes both supernatural and scientific applications. The result is often transformative. The Magician genuinely believes that there is more — something greater than us, greater than what we see — and often stands in defiance of perceived “reality”, believing that the limits we have are mostly self-imposed. Often perceived as intelligent, the Magician may appear to have special access to secret or elusive information. Even if the application is scientific, the Magician’s ability to manipulate forces such as gravity, electromagnetism, or radiation feels magical to others simply because the concepts are mysterious, difficult to grasp, or invisible to the naked eye. Think about any major industry-shaping invention (the light bulb, the airplane, Bluetooth), and you’ll find the Magician archetype activated in everyone. This type of mystique often leaves others in awe of or inspired by the Magician, particularly as the Magician uses their abilities to make dreams come true. The Magician Brand in Action Magician brands foster “magical moments” — experiences that feel special, novel, and exciting — as well as more lasting change. Magician brands help people transform. From sickness and pain to the picture of health (pharmaceuticals, nutraceuticals, herbal remedies) From crows feet and graying hair to the regained beauty of youth (beauty products and cosmetic surgeons) From feeling lost and confused to total enlightenment (spiritual guides, churches, life coaches) From dirty and neglected to fresh and sparkly (cleaning companies, restoration services, hygiene products) From ultimate chaos to perfect peace (spas, retreats, travel agencies) From financial lack to bountiful prosperity (MLM opportunities, career agencies) From inefficient to productive (technology industry) So it should make sense that the Magician archetype is seen in brands that transform and fascinate, such as Walt Disney, MAC Cosmetics, Dyson, and Polaroid. Magician brands have a grandiose vision – something that others may even see as impossible – but Magician brands believe if they apply the right formula, success is inevitable. The marketing of a Magician brand usually reflects this grandiose feel. Whether ethereal, expansive, or magnificent, imagery like a sky full of stars or a rainbow spanning the heavens is intended to evoke feelings of awe. Magician brands can easily come under attack by competitors, the media, or public opinion, simply for the fact that they promise a transformation that may be difficult to objectively prove. Good advice for a Magician brand is to avoid the temptation to generate attention with edgy or extreme marketing. Doing so will alienate or distract consumers and leave the brand with only a fringe following, missing the opportunity to truly connect with consumers by focusing on the true transformational purpose of the brand. The Different Levels of the Magician Archetype Each of the 12 different archetypes can be expressed at varying levels. The lower levels are less mature while higher levels are more developed. Level 1: involves experiencing “magical moments” that leave one feeling mesmerized, satisfied, happy, or transformed in some way, though generally short-term or superficial. Level 2: brings the experience of “flow” – a state of being in which you are fully immersed and “at one” with what you are doing. The mental, physical, and spiritual are all in sync working in perfect accord toward reaching the vision. Level 3: brings miracles or the complete manifestation of a vision. All in the Family Within the Magician family is different facets that can emerge based on the predominance of particular attributes. The book Archetypes in Branding labels these as sub-archetypes and lists a total of five (including the primary Magician) in the family. Magician Dream big! That’s the motto of the Magician. Charismatic, influential, and very perceptive, the Magician turns dreams or ideas into reality for others. The Magician relies on forces beyond the natural to get results and must beware not to fall into manipulation or trickery in the process. Alchemist The Alchemist uses a combination of fact and intuition to transmute one thing into something else entirely. The Alchemist values purity and perfection, wanting everything it touches to become pure gold. The scientific and spiritual mesh gives this sub-archetype a belief that there are no limits. Nothing is impossible!…which may lead to the Alchemist’s weakness, if not careful — a temptation to engage in fraud. Scientist The Scientist is passionate and curious, wanting to see what things are made of, and uses that knowledge to be a change agent in the world. A logical and questioning sub-archetype, the Scientist has to “see it to believe it”. One thing it has to be careful of missing the forest for the trees in its quest to dig deep into science and beyond. Engineer Using a structured approach to problem-solving, the Engineer transforms creative energy into practical expression. Logical and curious, the Engineer is the sub-archetype to turn to for solutions to everyday problems. Innovator The Innovator, with a seemingly limitless ability to dream, is an idea machine. With high intellect and curiosity, the Innovator thrives on change and is not afraid of taking risks to get to a solution. Even though the Innovator has willpower and will perform in-depth research, this sub-archetype may be challenged to stay focused on the task at hand. Real-world Examples of the Magician Brand We can look to Mary Kay for an example of a Magician brand. The company promotes its business opportunity as a way to transform your life – “turn your dreams into successes” as they advertise on its website. Their opportunity appeals to women with the promise of becoming happy, financially successful, and purposeful, all while being your boss. Of course, the beauty products themselves are transformational, promising younger-looking skin, disappearing cellulite, glamorous makeup possibilities, and more. The below video shows a 12-week journey of one woman using one of the products. See the transformation for yourself! Dyson revolutionized the vacuum cleaning industry. For many, the name immediately conjures up the most technological, sleek-looking vacuum cleaner there is — often leaving us wondering if Dyson engineers are waving a magic wand to create something so incredible. Of course, no discussion of the Magician archetype would be complete without mention of “The Place Where Dreams Come True” and the entire magical Disney empire. The Magician Consumer The typical Magician consumer will believe in higher consciousness and the inherent rules that come with the territory — for example, a metaphysical belief that “the Universe” will reward positive thinking (the Law of Attraction) or the promise that God will bless those who tithe regularly. Additionally or the Magician consumer may turn to the laws of nature and the sciences, relying on biology, physics, and psychology as strong guiding principles. The Magician consumer is motivated both by the desire for personal transformation and to be a change agent in the world around them. A Magician consumer may very well be in a position of leadership, being influential and charismatic by nature. The important thing to remember when marketing to Magicians is that they will align with brands as long as they can see and connect with the true identity and purpose — the consciousness — of the brand. Is Your Brand a Magician? Does your brand help people transform? Do you turn messes into miracles? Do you know how to harness invisible forces that may not be easily understood by the layman? In true Magician style, Walt Disney once said, “I dream, I test my dreams against my beliefs, I dare to take risks, and I execute my vision to make those dreams come true.” If your brand can relate, you may be a Magician brand. Still not sure which archetype defines your brand? Take the brand archetype quiz to find out your results and then check out an overview of the 12 brand archetypes to learn more. HOME

In the dynamic landscape of SEO, the path to success is paved with data-driven insights. Marketing managers, armed with the right metrics, hold the key to discerning effective strategies from those in need of refinement. Are you puzzled by the intricacies of SEO? Putnam Marketing’s FAQ guide is here to provide you with clear, concise answers to some of the most common questions surrounding search engine optimization. From the basics to advanced strategies, we've got you covered. Let's dive in! 1. What is SEO and Why is it Important for My Business? SEO, or Search Engine Optimization, is the practice of optimizing your website to rank higher in search engine results pages (SERPs). It's crucial for businesses as it helps improve online visibility, drives organic traffic, and increases the likelihood of attracting qualified leads and customers. 2. How Long Does it Take to See Results from SEO Efforts? SEO is a long-term strategy, and the timeline for seeing results can vary based on factors like industry competitiveness and the level of optimization needed. Generally, noticeable improvements may take several months, with ongoing efforts for sustained success. 3. What are Keywords and How Should I Choose Them? Keywords are the phrases users type into search engines when looking for information. Effective keyword research involves identifying relevant terms that align with your business offerings. Focus on a mix of high-volume, competitive keywords and long-tail keywords that target specific, niche queries. 4. What Role Does Content Play in SEO? Content is a cornerstone of SEO. High-quality, relevant, and engaging content not only provides value to users but also signals to search engines that your site is authoritative and trustworthy. Regularly updating and diversifying your content helps maintain a strong online presence. 5. Is Link Building Still Important for SEO? Yes, link building remains a crucial aspect of SEO. Quality backlinks from reputable sources serve as 'votes of confidence' for your website's authority. However, focus on natural link acquisition through content creation and outreach, rather than low-quality link-building schemes. 6. How Can I Optimize for Local SEO? For businesses targeting local audiences, optimizing for Local SEO is paramount. Ensure your business listings are accurate and consistent across platforms like Google My Business. Incorporate location-specific keywords, and encourage customer reviews and ratings. 7. How Do I Measure SEO Success? Key performance indicators (KPIs) for SEO include organic traffic, keyword rankings, click-through rates (CTR), and conversion rates. Tools like Google Analytics and SEO platforms provide valuable insights into your website's performance. 8. Should I Hire an SEO Agency or Do it In-House? The decision depends on your resources, expertise, and the complexity of your SEO needs. An experienced SEO agency, like Putnam Marketing, can provide specialized knowledge, a dedicated team, and proven strategies to drive results. 9. Is Mobile Optimization Important for SEO? Absolutely. With the increasing prevalence of mobile device usage, mobile optimization is vital. Ensure your website is responsive, fast-loading, and provides a seamless user experience on all devices. 10. How Often Should I Update My SEO Strategy? SEO is an evolving field. Regularly reviewing and adapting your strategy is essential to stay ahead of algorithm changes and industry trends. Quarterly reviews and adjustments are a good starting point but be prepared to adapt as needed. Remember, SEO is a dynamic field, and staying informed is key to success. Don't hesitate to seek expert guidance for a tailored approach to your specific business needs.

Boost Your Online Presence: Unleashing the Power of SEO In today's digital age, having a strong online presence is crucial for the success of any business or individual. The internet has become the go-to source for information, products, and services, making it essential for businesses to be easily found online. This is where Search Engine Optimization (SEO) comes into play, a powerful tool to boost your online presence and increase your visibility in search engine results. SEO is the process of optimizing your website and its content to improve its ranking on search engine results pages (SERPs). When users search for relevant keywords or phrases, search engines use complex algorithms to determine the most relevant and high-quality websites to display. By implementing effective SEO strategies, you can improve your website's visibility and attract more organic traffic. One of the key aspects of SEO is keyword research. It involves identifying popular keywords and phrases that are relevant to your business or industry. Inserting these keywords strategically throughout your website's content will increase the chances of search engines recognizing your website as relevant when users search for those terms. For example, by inserting the keyword "SEO" organically in your content, search engines are more likely to rank your website higher in search results related to SEO. Another important element of SEO is on-page optimization. This includes optimizing your website's title tags, meta descriptions, headers, and URLs with relevant keywords. By doing so, search engines can easily determine the content and relevance of your website, improving its ranking. Additionally, optimizing your website's loading speed, mobile-friendliness, and user experience further enhances your chances of ranking higher in search results. Off-page optimization is another vital aspect of SEO. This involves building high-quality backlinks to your website from reputable sources. When other websites link back to your content, search engines perceive it as a sign of trust and credibility, increasing your website's authority. Engaging in guest blogging, social media marketing, and influencer collaborations are effective ways to acquire these valuable backlinks and reach a wider audience. Furthermore, regularly producing high-quality, relevant, and engaging content is crucial for SEO. Fresh content not only attracts and retains users but also signals to search engines that your website is active and up-to-date. By consistently creating valuable content, you increase the chances of attracting organic traffic and improving your website's ranking. In conclusion, to boost your online presence and attract more visitors to your website, implementing effective SEO strategies is essential. By conducting thorough keyword research, optimizing your website's on-page and off-page elements, and consistently creating valuable content, you can enhance your website's visibility and reach online. Remember to strategically insert the keyword "SEO" throughout your content to improve your chances of ranking higher in search engine results. With SEO as your ally, you can unlock the full potential of your online presence and achieve your business goals. Article posted by: Putnam SEO https://www.putnam-seo.com/ kate@putnam-seo.com New Hampshire Our approach to SEO is rooted in data-driven strategies that align with your business objectives. By analyzing your website's current performance and identifying gaps in your online presence, we tailor a custom roadmap that puts you in front of your target audience. Through technical SEO optimization, content marketing, link building, and analytics, we have helped businesses like yours increase website traffic, generate high-quality leads, and grow revenue. We are confident that with our expertise, we can achieve the same record-breaking results for you.

A brand archetype is a way of presenting a brand – its metaphorical meanings, values, behaviors, and messages – as a persona, making it more instantly recognizable and relatable to target audiences. Brand archetypes offer businesses a personality that makes them approachable and relatable to people that share similar values. What are Brand Archetypes? Swiss psychiatrist and psychoanalyst Carl Jung proposed that humans utilize symbols to help them grasp complicated topics. According to him, there are collective patterns or symbols that appear virtually everywhere on the planet as elements of myths and, at the same time, as individual creations of the subconscious. Jung believed that some pathways to better human knowledge have remained both recognized and ageless throughout history and that these pathways should be classified. Furthermore,  those classifications displaying clearly known personality traits—especially in the case of brands, by customers and organizations trying to identify their customer populations, are referred to as archetypes according to Jung. History of Brand Archetypes The concept of ‘brand archetypes,’ as we know them now, originated with Carl Jung, a psychologist who collaborated with Sigmund Freud. He thought that everyone had fundamental human needs that were both primal and instinctual. Each of our wants is associated with a distinct brand archetype. The notion is that by adopting a certain personality, businesses may demonstrate to their consumers that they understand their wants, expectations, and pain areas. Brand archetypes have the power to embody and reflect the personality of brands and assist them in better connecting with specific customer personas. As it relates to brands, the concept of archetypes is generally ubiquitous and may be especially useful as an orienting tool for brand managers wanting to concentrate their team’s efforts. Using Brand Archetypes to represent the embodiment of particular wants and behaviors. When you comprehend your firm and your consumer, you may build a brand archetype that enables you to connect to a certain type of consumer. This aids in the development of better client relationships, reducing the risk of your company becoming a commodity. Archetypes can help you identify your brand by emphasizing your own personality. Customers will automatically choose the firm with which they feel more at ease while looking for solutions to their difficulties. The Purpose of Brand Archetypes Archetypes are universal human urges that may be tapped into. They take sales pitches and marketing efforts and turn them into a persona that customers can relate to. This all sounds nice, but you are undoubtedly asking how archetypes connect to corporate goals. Consider the following purpose of archetypal branding to further understand why they are important to your bottom line: Supports Brand Experience Set the tone for consumer interactions and relationships. A brand with a caregiver archetype, for example, will emanate a helpful, friendly, and supportive attitude. After establishing these qualities, a consumer will set expectations for the new brand experience. Ideally, the brand lives up to the hype. When this occurs, a consumer comes to trust you and your products. A loyal client base is built on recurrent, consistent interactions. Adapts to Customer Desires Another purpose of brand archetypes is that they may be individually adapted to the requirements and desires of your market. There is an archetype for everything, whether it be creativity, drive, or invention. Therefore,  companies employ brand archetypes to connect an audience’s needs with product offerings. This enables people to understand how your product may help you achieve your own goals, leading to deeper, more real interactions with customers. Helps Separate your Brand Competitors Do you want to know how to stand out in a competitive marketplace? A powerful brand archetype might just be the solution you’re looking for. Brand archetypes motivate you to go deep into your brand’s history and discover the why behind your business. The people, places, and concepts that influenced the origins of your brand are really unique to your brand. This is extremely critical to keep in mind, especially if your business and another company in your chosen industry have the same archetype. 12 Brand Archetypes Identifying the right brand archetype is an important step toward creating a brand identity to which your target audience can relate. In fact, the world’s most successful companies have well-established archetypes that are represented in every element of their brand heart, voice, and identity. Choosing the right archetype can also improve your brand’s positioning and provides consumers with the brevity they need to grasp your brand’s why. To help you select the right brand archetype, here are Carl Jung’s 12 brand archetypes: 1. The Outlaw The Outlaw The Outlaw is an outrageous, startling, and disruptive archetype. If your brand is not afraid to challenge others and change the game, it is an Outlaw. They are out of the ordinary and guarantee total rebellion in all positive ways. Outlaws are incredible. They love to go all out, and they often do it with style.  It is exciting and there is a lot to learn from it. Keep a close eye on them because you will surely have a great time enjoying how they represent their respective brands. Vans, Harley Davidson, Snickers, and other brands are some of the best examples of Outlaw brand archetypes. 2. The Magician Is your brand creating a significant influence on your consumers? Is it possible for your brand to make problem-solving enjoyable? Is your brand a source of inspiration for everyone’s imagination? If your answer to most of the questions above is “yes” then your brand is likely to be a Magician archetype. Magicians do not only think outside the box; they put the box in front of you and present you with a surprise. 3. The Hero As an idealist, the Hero strives for excellence, meticulousness, and fearlessness. Simply said, if your brand guarantees excellence together with trust and self-assurance, it is a hero, both literally and metaphorically. Engaging with a Hero brand is that they will either go to great lengths to ensure you are acknowledged or take excessive time to answer. A Hero rises to the occasion. They promote the importance of self-confidence and change.  As a result, a firm like Nike is regarded as a transformational instrument that helps individuals reach their greatest potential, rather than a footwear supplier. 4. The Lover Lover brand archetypes encourages closer connections through passion and romance.  But it is not all about that; the Lover promotes spiritual, family, and companionable ties as well. The emphasis for Lover brand archetypes is on strengthening connections with the individuals and things that truly matter. How can you tell whether your brand is The Lover archetype? Here are some guide questions: Is your brand sensuous, emotional, and loving? Are you a giver and visually pleasing? Do you believe in peace and a pleasant environment? Goals of the Lover brands is to connect to Lover personas in their target market by making them feel wanted, valued and sought. They stimulate passion and delight in connecting with these customers. Their speech has a sensuous tone to it, and they use seductive language and phrases. 5. The Jester In branding, the Jester personality archetype enjoys living life to the fullest and having a good time for themselves and others. These brands are upbeat and look for the positive in every scenario. Because they have never lived within one, jesters think outside the box, which makes them exceptional inventors. On the surface, Jesters live for the present, but on a profound level, they recognize that life is short and that laughter should be included in it. Jester brands connect to individuals who are youthful at heart.  The Jester companies are associated with fun times and the light-hearted, optimistic side of life in their branding strategy. Laughter is how they communicate and engage with their target audience. 6. The Everyman The Everyman brand archetype is defined by a sense of belonging and recognition. These businesses prioritize the ability to blend in with the crowd and appear to be an “ordinary guy.” In whatever part of their work, these brands are not over the top. The Everyman archetype is trustworthy, optimistic, and eager to fit in. Your everyday person: unpretentious, approachable, decent, and at ease. Hard labor, common sense, dependability, and honesty are important to The Everyman. Aiming to attract a wider audience, therefore they do not bother with the frills of grandeur. The Everyman connects with families and people from many cultures, connecting to individuals who live below the luxury line and, as the company puts it, “understand the worth of money better.” 7. The Caregiver When you think of The Caregiver archetype brands advertise their altruistic nature and publicly declare their desire to protect and care for people in need. Caregiver brands are proactive and responsive, and they are present wherever a negative occurrence transpires. Do you want your brand to be associated with empathy, assistance, and selflessness? Is your brand putting emotions first and in the correct places? Is your brand charitable and promotes people-protection initiatives? Their branding approach focuses on assisting those in need, who are frequently fragile and sensitive individuals who demand a personal touch. They send forth warm and meaningful signals and treat life and work with generosity. 8. The Ruler When you think of Rolls Royce or Rolex, power words such as control and luxury are the way The Ruler brand archetype expresses and communicates control. These brands place a premium on authority and are confident in their communication and actions. Exhibiting supremacy and exercising leadership. They desire riches and success, which they seek to pass on to others who come after them. Self-assured and responsible, and they appreciate having a sense of control. To attract their target audience, these companies goal is to reassert a sense of authority, power, and respect. They radiate a feeling of privilege and grandeur. By seizing authority, the Ruler eradicates ambiguity. They enjoy following rules, but much more so, they enjoy making them. Rulers believe in doing things the right way and creating solid, well-known businesses to match. They also want others to act with decency. 9. The Creator Innovation and creativity drive The Creator brand archetype. These businesses appreciate uniqueness and skill, and they invite everyone to participate in or watch the realization of their vision. In order to cater to target audiences, the Creator’s branding approach involves honoring their innovation side and encouraging artistic freedom. The Creator brand archetype is also preoccupied with realizing its ideal. Brands must demonstrate their capacity to create opportunities for self-expression. This archetype will interact with only the most free-form items that promote creativity rather than impose use. 10. The Innocent The Innocent is all about happiness and optimism. The brands that use this archetype want everyone to be happy as well as protected.  The Innocent, who bears no grievances, is genuine and fair, believing that everyone should be who they actually are. With transparency, easiness, and positive optimistic messaging, Innocent branding usually appeals to the target population in a captivating way. Innocent brands are associated with security and trustworthiness among these consumers and can also recognize and understand that everyone has the right to live and the yearning to be happy. 11. The Sage The Sage archetype is portrayed as a seeker of knowledge and intelligence. These companies exude expertise and a sense of being well-informed. Their motivation is to learn about the world and share what they have learned with their followers. Sage’s branding approach appeals to the target audience while also recognizing their intellect. Complex meanings and technical terminology, as well as well-researched content, are valued by these companies. It is advisable to avoid employing simple methods when trying to communicate with Sages. Brands must demonstrate a high degree of competence and comprehension. Sage archetypes are meticulous scholars who despise misinformation and incompetence. They have a greater degree of intellect and social awareness than other people. Therefore, they are frequently considered reliable and knowledgeable sources of information. 12. The Explorer The Explorer’s brand identity embodies a desire to step outside of their comfort zone and into an unknown situation where they feel more relaxed. These companies promote boldness, as well as a passion for exploration and taking risks. In order to appeal to the explored customers, this archetype’s branding approach focuses on challenging them. These businesses emphasize the outdoors and the unknown, inviting consumers to join them in their exploration. Explorers, on the other hand, are not looking for upheaval or conflict. When taking on difficulties, they are comparable to the Hero.  They are looking for thrills and action, and businesses should be able to provide it. Top Reasons Why Brand Archetypes Are So Effective Connections and partnerships are increasingly defining today’s brands. Consumers expect firms to be more accountable and trustworthy. Workers want a stronger feeling of purpose in their jobs. Businesses are always looking for new methods to create more effective and compelling brand experiences. This is why identifying your brand archetype will assist you in achieving a variety of business and communication goals. Here are the major reasons why brand archetypes are so effective: 1. Helps establish your identity as a brand Determining which of the 12 brand archetype your brand belongs to provides it with personality and significance.  It creates a vivid image in your consumers’ thoughts and distinguishes your brand and messaging from those of competitors in the same industry. After all, people are drawn to brands whose ideals are similar to their own. 2. Accurately position your marketing strategies Brand archetypes can make the implementation of your marketing strategies become a breeze.  This is especially crucial nowadays, given the prevalence of social media. Consumer engagement can begin anywhere. This is why knowing your archetype is extremely beneficial when it comes to positioning your strategies and yourself as a brand. 3. Promotes employee and customer loyalty Inspire loyalty in both employees and customers. When people choose to do business with you, it shows that they believe in your brand’s core values. After all, the most successful businesses are those whose values, mission, and vision are founded on well-defined brand archetypes. Today’s consumers do not simply buy a product; they purchase the value and reputation that comes with it. 4. Supports product innovation and development Product innovation can be aided by understanding your brand archetype. Great products, from their usefulness to their appearance, are a reflection of their brand archetype. The success and adoption of new products among your target audience will provide feedback that will encourage improvements in your next cycle of product innovation. Why Use Brand Archetypes? When it comes to business, archetypes provide brands and organizations with what they want most: individuality, commitment, and sustainability. Let’s take a look at the multinational conglomerate company Virgin Group’s statement about their branding: “For over 50 years, the Virgin brand has been renowned for providing unique and exceptional customer experiences. Each Virgin branded company brings a fresh, innovative, and distinctive consumer proposition, shaking up the status quo to create businesses that lift experiences out of the ordinary. This clear focus on the consumer has given the brand the ability to expand into new sectors and new geographies. From Virgin Money’s unique customer store concepts to Virgin Red’s fresh perspective on rewards and how Virgin Voyages is set to re-invent the cruising experience – each Investee Business and Licensee strives to put the customer experience at its heart. Virgin’s brand purpose is Changing Business For Good.” We connect and relate to every brand archetype’s persona and objectives. They are timeless and universal, representing our most basic wants and desires. They help us get to know the business and its products better. Conclusion Choosing an archetype can help you to accurately describe your brand’s qualities and vision by anchoring you to a set of character traits. This will ensure that you stay true to your principles and establish a position that consumers can trust and relate to. Brand archetypes could also aid in a better understanding of your own company and the creation of targeted marketing strategies that emphasize the values you want to convey. Not to mention, if the business stays true to its principles, it will be renowned for what it says as a brand and not just its products. A brand archetype, when used effectively, can really help leave a lasting impression on your audience, whether you are a small startup or a large business. #PutnamMarketingBlog #iconicfoxbrandarchetypes #TheMagician #brandarchetypes #TheJester #brandarchetypesquiz #carljungbrandarchetypes #whatarebrandarchetypes #TheSage #brandarchetypeslist #TheEveryman #thehero #TheLover #brandarchetypeswheel #TheExplorer #brandpersonalityarchetypes #TheCreator #12brandarchetypes #brandarchetypedefinition #TheRuler #TheOutlaw #TheInnocent #TheCaregiver

Why Local SEO Matters to Your Small Business Local SEO Matters Customers turn to search engines like Google, Bing, and Yahoo to find “restaurants near me” or the “best plumber in my city.” People unknowingly use local SEO by searching for local businesses every day. Use these SEO Tips with relevant keywords and your specific location to be one of the businesses that show up for them. 81% of retail shoppers conduct online research before buying. The overwhelming majority of retail consumers start their journey with online research. GE Capital Retail Bank This is where local SEO enters the picture. You can reference our last blog post to refresh your memory here: “Did You Google It?” What is Local SEO? Local SEO is similar to search engine optimization, the main difference is that it focuses on web page design and improving a website’s ranking in local search results as opposed to search engine optimization. It’s all the same, but Google likes the differentiation, so, we’ll show you step-by-step how to do it. SEO Tip: How to Improve Your Local Search Ranking with Content Marketing The good news is that you can improve your local search ranking by making a few changes to your existing content. These SEO Tips will show you five ways to maximize your exposure to reach the exact type of customers searching for your products. Submit Guest Posts & Publish Content on Local Websites There are nearly 4 billion people worldwide connected to the internet, there has never been a better time for businesses to include blogging in their marketing strategy. SEO Tip: Contributing to a blog is an amazing method for improving your webpage and connecting with friends you haven’t met yet. According to a 2014 study, 4 out of 5 customers use search engines to find local information, including restaurants, services, and entertainment. Google Marketing Report Search engines like Google determine which local websites are relevant and useful to the searcher. According to the local SEO Guide, only the best local search results turn up based on a cellphone, computer, or iPad location when someone searches for “dog walkers” instead of every single link on the internet related to either dogs or walking. You’re logical, use the SEO tips you’ve been learning to have an impact. SEO Tip: Guest Writing Guest writing for a blog is the most ideal way to reach untouched connections and market your shop, product, or service. Google Marketing Report Finding a local business to write a guest post on is super simple. To show you how quickly it can be done, we will search Dover-based local businesses that welcome visitor posts. The most time-consuming part is to find nearby sites that welcome and invite visitor posts. Do a Google Search Open Google and do a Google search of your area to do it. Because formulas can be intimidating, and a bit much, there’s an example below. Type in Google search this formula ‘your query in URL: write-for-us‘ OR ‘“write for us” + [niche]’. This way Google will return websites. In the Google search bar, we typed: “Dover website write for us.” As you can see, two nearby sites offer visitor posting on the front page. Local, Dover NH, Google Search, Putnam Marketing SEO Tips: Action Items Search your location + website + guest post. Then your location + website + submit a guest post. Also try different search terms for your location, if appropriate. Such as your region, county, or nearby cities. For example, if you are in Boston, local SEO could be; “East Coast,” “New York City,” “Portland,” or “Manchester”. We Made You a Template to Get Started As a Capricorn who loves organization i.e. spreadsheets, my suggestion is to use a spreadsheet to organize the list (if you need a starting point, here’s a resource for you: Publish Content to Local Websites Template Tracker). SEO Tip: Use this template to organize your list to optimize Local SEO Make a list of potential websites to write for in your target area. Visit each site to check out their guest post guidelines, as well as the type of content they publish. SEO Tip; determine which sites cater to the kind of audience you’re targeting. Because Putnam Marketing is a web design company this website is perfect for us to contribute to. Let’s search for prominent Seacoast Online news websites by searching for, “Dover, NH news.” SEO Tips: Backlinks Matter As you can see in the screenshot above Seacoast Online publishes content related to “Things to Do,” “Food & Drink,” and “Spotlights” in the Sea Coast Area. This site may be a good place to submit a guest post about a local restaurant, attraction, or event. Another way you can earn valuable links from high-authority local sites is through backlinks. Some websites provide backlinking opportunities to local businesses by creating a local resource list, or by highlighting local deals. Seacoast Online Local Menu As you can see in the screenshot above, publications like Foster’s Daily Democrat and Seacoast Online are among the top results. If you check out some of these publications, you might be able to find an opportunity to earn links to your site. SEO Tip: there are resources waiting for you to find them. One bite at a time. Let’s check out Foster’s Daily Democrat. Going through the website’s menu, you’ll find “Local Deals” towards the bottom. This suggests that the website allows local businesses to list their deals and earn links to their sites. Why Should You Shop Local? Google Search Results SEO Tip: Find Relevant, Local Keywords You already know the importance of keywords for search engine optimization. Keywords are crucial for local SEO as well and should be used to enrich and optimize your content. That’s a fancy way of saying; write your content to match what people are searching for. Whether you’re publishing a blog post on your site, rewriting your site content, or submitting a guest post; using the right keywords can help you attract local searchers. Did you Google It? The best keywords are those that are relevant to your business and have high search volumes in your target location. (We use Chrome Extensions Keywords Everywhere and SEO Quake) to cut down on the amount of time it takes to find top keywords). Add your location keyword to those business-specific keywords and use that combination to optimize your content. Another Great SEO Tip This is a little more advanced than we’ve gone, so skip it if it’s confusing. Find keywords through Google Keyword Planner which will help with further SEO setup (we haven’t gotten to it yet, but for the big picture it’s below). Before you use this tool, you will need to set up your AdWords account. Once your account is set up, go to the homepage, and click on “Tools” at the top of the page. Then select the “Keyword Planner,” as shown in the screenshot below. When you reach the Keyword Planner page, select “Search for new keywords using a phrase, website, or category.” Then begin your keyword research using phrases related to your business. As shown in the screenshot below, you will see fields to enter a relevant phrase, your landing page, and your product category. You can also select your target location. This is a quick way to narrow down your end-user for Google. SEO Tip: Write Local Content This is where things get tricky. You can’t just use the keywords over and over, Google’s smart. Get Creative. Now that you have a list of the best keywords to use, it’s time to infuse them into your website content for better local search ranking. It’s not enough to simply use these keywords in your page content. Make the most of them by writing local content posts for your blog. You can compile local “Top 10,” and “Best Of” lists that are related to your industry or niche. Or you can write useful how-to articles or guides relevant to your industry, and target location. This will help you attract a relevant local audience. SEO Tip: How You Can Get Involved on the Backend Let’s search for keywords related to, “car dealership,” and keep the target location as Dover, NH. This will bring up a long list of potential keywords. The goal is to make a list of keywords with high average monthly searches, and low competition. You can then combine them with your city/location and use them to optimize your content for local search. For example, “car dealer in Dover,” or “Dover car dealer.” We Found the Perfect Example Dover Honda nailed it. Their website has useful car care and maintenance tips for local customers. Their service area includes Maine, New Hampshire, and Boston, as well as the surrounding areas. As you can see in the screenshot below, they provide readers with car buying types, Dover Guide, and What’s Trending, and mention their service areas in the blog post. Local “Write for Us” Search Results Cross-Promote on Social Media Platforms This is an absolute no-brainer. According to Statista, the number of worldwide social media users will increase from 2.34 billion in 2016 to 2.51 billion in 2017. With those kinds of numbers, likely, many of your target consumers are already using social media. The Impact of Social Media If you’re not already doing so, it’s time to start promoting your blog posts and guest posts on social media. The basics; are Facebook, Twitter, Instagram, and LinkedIn. Social media can be a great way to engage your followers and drive traffic to your website. Facebook Is About to Become Your Best Friend From someone not really into Facebook (even a little), as an SEO marketing tool, Facebook is at the top of our list. Let’s say you’re a restaurateur, your business is related to the food industry, and you’re based in Dover, NH. You can write a blog post that lists the best places to get fresh organic ingredients locally. To find relevant groups and pages on Facebook, search for, “Dover, NH food.” You can then sort the search results for “Pages” or “Groups.” For public Facebook groups, all you must do is join. For closed groups, you will have to ask to join or be added by a member. Joining Virtual Groups Here is an inside tip for joining groups: When you join a group, spend the first few days to a week engaging, liking posts, responding to posts, thanking them for the warm welcome, and THEN posting. Social media is just like a physical group and there are unspoken tribal group rules that are expected to be respected and acknowledged. How to Contact Page Owners To further engage local audiences, and grow your follower base, join relevant local groups on social media platforms. Then share your location-specific content in those groups. You can also reach out to relevant, local Facebook pages for help promoting your content. To contact page owners and admins for Facebook pages, go to their page. You will see an option to “Message” the page. Send them a short, friendly message with a description of your content, and why you think it would be useful or interesting to their fans. Then politely ask them to share it on their page. Similarly, you can also join relevant LinkedIn Groups to promote your content. Just select “Groups” from the drop-down menu in the search bar, as shown in the screenshot below. In the search bar, enter a relevant search term with the location name to specifically target local audiences. To find a LinkedIn group where local business owners network, use search terms like, “Boston, MA Business,” or “Boston entrepreneur.” Participate In, and Write About, Local Events, Activities, Reviews, etc… In the first point, we covered the important role backlinks from local websites play in your local search ranking. And you learned how to build your local link profile through guest posting. Another way to earn local backlinks is to get involved in the community. Participate in local events, charity drives, or awards (nominate someone special to you or a mentor who has changed your life). You may be able to get a backlink from the official website of the organization or event. If being a participant isn’t your cup of tea, you can also earn links by sponsoring local events, clubs, sports teams, and organizations. Your participation in the Local Community Your participation or sponsorship may be considered newsworthy by local publications, which means you could earn more links from local news sites. Not only will getting involved in the community help you improve your local link profile, but it can also help you build your brand’s reputation. According to Search Engine Journal, your real-world prominence can affect your local search rank as well. Participating in a local event isn’t just great for earning backlinks or boosting your reputation. It also allows you to enrich your blog with local content. You can write a post about the event, and your experience or involvement, and publish it on your blog. If possible, include high-quality photos and/or videos from the event in your post to optimize engagement. Now, Optimize Your Content for Local Search How to Optimize Your Content: Use relevant keywords Use the Title Correctly Post consistently Local links not only help drive traffic to your site and improve your page authority, but they can also help you build a good brand reputation. We can’t say this enough: Another important SEO Tip is to enrich your website with high-quality local content to attract and engage a local audience. Time and Patience Pay Off Make sure that you optimize all your website content, blog posts, and guest posts with location-specific keywords. With the local SEO tips and strategies above, all that’s left to do is for you to get to work on boosting your local search ranking. Which of these tips will you try out first? Do you have any additional advice for using content marketing for local SEO? Share your thoughts in the comments below. And if you have any questions related to local search ranking or the local SEO tips above, feel free to ask them in the comments section, or to reach out to me. Visit our website for more SEO Tips and Tricks. #howdoyoudolocalseo #seodigitalmarketing #seomarketingcertification

It seems one of the highest compliments bestowed upon a celebrity is that the superstar “is so down to earth!” The comfort and appeal of knowing that something or someone who is larger than life is actually “just one of us” is the pull of the Everyman archetype, and brands that are relatable in this way will go a long way in capturing the hearts of their consumers. The EVERYMAN PROMISE: Everyone is created equal. CORE DESIRE: Connection with others GOAL: To Belong FEAR: Being seen as elitist, not being welcomed STRATEGY: Develop common virtues; blend in GIFT: Empathy and Authenticity MOTIVATION: Belonging All About the Everyman As modeled by the Regular Joe or the Girl Next Door, the Everyman archetype is wholesome and genuine – which makes it irresistibly likable! The Everyman tends to demonstrate the underlying American ideals of hard work and honesty and embraces common sense values and authenticity. The Everyman feels no need for pretense. It doesn’t desire luxury or measure itself by status symbols — as demonstrated by a high-powered executive who comes to work in jeans and sneakers, for example. Everyman wants to fit in and be part of a group Its motivation is to belong and be accepted. While this generally means a surface-level embracing of all people, it also manifests into a joining of cliques, social clubs, and memberships, to be around like-minded peers. The Everyman Brand Archetype is easily seen in mom-and-pop stores, local diners, and community events that have a down-home culture, genuine and caring. TV shows like Friends, Seinfeld, and Cheers celebrate the simple joys of every day and being surrounded by people who know and accept you. Personalities like country singer Blake Shelton win us over with homespun charm and good-natured humor. Brands like Wrangler Jeans, Wendy’s, Discover, and Budweiser are heavily dependent on the Everyman archetype. And even many who disagree with Barack Obama’s policies will admit that he himself is a relatable and likable guy. That’s the Everyman at work. The Everyman Brand in Action Everyman brands tend to have or portray a family culture, welcoming and inviting. Their products or services may have mass appeal or be applicable to a broad audience and are generally meeting a basic need, nothing fancy or extravagant. The marketing of an Everyman brand often speaks in a colloquial voice and uses wholesome imagery. There are no outlandish claims, nothing designed to get shock value. Money-back guarantees and other trust-building elements are common. Everyman brands will find that social media is a great outlet for them, and smart brands will use it to become even more relatable, transparent, and helpful to their customers. The organizational structure of an Everyman brand downplays hierarchy. Decisions are made democratically or by consensus. Working in teams is common. There is a strong sense of pride in the work that is done, and the atmosphere is comfortable and casual. The Different Levels of the Everyman Archetype Each of the 12 different archetypes has levels. The lower levels are less mature while higher levels are more developed. Level 1: The Everyman archetype is expressed through seeking any sort of affiliation, typically spurred by feelings of loneliness. Level 2: One learns how to connect (form and nurture relationships) and fit in. Level 3: The dignity afforded to each person, regardless of differences, is realized and practiced. All in the Family There are different aspects of the Everyman archetype that can emerge, based on the strength of various attributes. The book Awakening the Hero Within includes the Everyman as one of five related sub-archetypes. Everyman What you see is what you get. Without pretense, the Everyman is sincere, helpful, and genuine. Wanting to belong and get along with others, this sub-archetype treats everyone with dignity and respect. Unfortunately, in an effort to not ruffle feathers, the Everyman may succumb to a herd mentality and lose its own identity. The Citizen The Citizen holds a deep responsibility to the community, believing there to be great value in the collective whole. With high integrity, the Citizen works for fairness and equality. The challenge for the Citizens is not to be overly zealous in their sense of righteousness. ​Advocate The Advocate is compelled to work for the greater good on behalf of others. With passion and energy, this sub-archetype is able to motivate and inspire others to action while uniting people behind a cause. The Advocate should be careful, however, to not let personal gain overtake the greater good. The Servant Committed to helping others, whether in a subservient role or as a leader. With empathy, awareness, and commitment, the humble Servant asks for no reward for serving others. This can, however, become a weakness, leading to burnout or a desire for recognition. Networker The Networker creates communities and connections for the benefit of the whole. With an outgoing nature, the Networker is a social butterfly, friendly and relatable. The challenge this sub-archetype may face is the temptation to manipulate connections for personal gain. Real-world Examples of the Everyman Brand Discover The Desire consumers have to be heard and understood is a frustration that many large corporate brands don’t address well. Discover’s well-known “We treat you like you’d treat you” campaign shows that this is a brand that cares about the experience of its customers and is as relatable and responsive as you would be to yourself. Budweiser What brings people together better than a nice cold beer? Whether making new friends or relaxing with old buddies, there’s nothing pretentious about a Bud. Who doesn’t remember the classic “Whassup” Budweiser commercials? The original showcased the entertaining camaraderie shared amongst a bunch of guys — and inspired countless remakes that make this campaign one everyone can relate to. Wrangler If a nice comfortable pair of blue jeans isn’t Everyman, what is? Wrangler pulls very heavily on Midwest cowboy culture, marketing to those who put in days of hard sweaty work. Along with their “Ultimate Cowgirl Next Door” contest, the brand epitomizes the Everyman principles of genuine, authentic, normal people who demonstrate American values. Moe’s Southwest Grill If you’ve ever walked into a Moe’s Southwest Grill, you’ll be greeted with a hearty and heartfelt “Welcome to Moe’s!” Every. single. time. It’s part of their laid-back and inviting atmosphere. Their brand video states: “We’re not fake, stodgy, or corporate. We’re open, honest, and down-to-earth. A place where friends, family, and coworkers check their worries at the door.” They have intentionally created a culture that feels very much like Everyman, where you’re free to be yourself, surrounded by friends. The Everyman Consumer Everyman consumers are neighborly, offering help when needed. They are respectful of others even when they don’t know (or particularly like!) them very much. They are reliable and believe in the merits of a hard day’s work. Usually frugal, they appreciate the simple things in life. They are humble and tend to root for the underdog. Brands that want to attract Everyman consumers should focus on the experiences they provide to them. A brand that is approachable, responsive, and friendly will go a long way in reaching these consumers. Innovation, while always important, is less of an issue for Everyman consumers. With a quality product in tow, brands should go back to basics and focus on giving Everyman consumers the assurance of trustworthiness, reliability, and openness. Is Your Brand an Everyman? Does your brand help people fit in or feel comfortable being themselves? Do you promote down-home “old-fashioned” values? Are your products/services something used in common everyday life? If so, you may be an Everyman brand. Still not sure which archetype defines your brand? Take the brand archetype quiz to find out your results and then check out an overview of the 12 brand archetypes to learn more.

Customer Success Story Case Study: Rebranding of Professional Services The Customer In this Case Study, our customer, a Private Label Manufacturer, serves more than 170,000 customers worldwide, with locations on 7 continents, and headquarters in Germany. With modernization and efficiency being key priorities, the USA location recently modernized its network with a state-of-the-art CRM system, advanced integrated communications, and improved manufacturing infrastructures. Globally there was no basis for delivering the message to potential customers. The first step was to organize and utilize materials in place. The Solution All successful rebranding campaigns, whether they are a complete retooling of the corporate identity or a smaller brand refresh, will improve the way the target audience perceives the business globally. Rebranding expected results; more engagement, more followers and fans on Social Media, higher customer satisfaction, better reviews, and new employee training tools. Seamless Upgrade Solution The team understood the task of sharing and storing marketing information in one location, easily accessible to employees and customers who needed it. Replacing all individual storage locations and collaborating with various teammates on a biweekly schedule to discuss successful campaigns and opportunities for improvement was the most cost-effective way to implement a successful rebrand. International requirements meant hosting the website in America instead of Germany to drive engagement. Hiring knowledgeable employees who fit the company culture meant avoiding high costs in time, material, and labor required to install new devices, modify drawings and commission the site, not to mention the downtime associated with such a project. To balance this expense, they looked for a solution that optimized and reused as much of the existing UX and content as possible. One possible solution was hosting each division in its own country with corporate-approved resources to choose from. This provided the security features needed for CIP compliance and can be swapped out and operational in under a week. However, for further substation modernization, the utility wanted to harness functions like a logic platform for autonomous automation, remote HMI access and control, and automatic file retrieval and reporting. Such advanced functionality is only available through a global platform with individual pages for each division. Positive Outcomes Measurable Engagement Engagement is one of the key metrics for rebranding success. When done correctly, rebranding will boost website and social media engagement. It will lead to more comments on the website, social media content having more shares and likes, branded hashtags being used more, and so on. If people engage with the brand regularly, they’re likely to do business with it as well. More Fans and Followers on Social Media Engagement isn’t exclusively tied to social media. Customers can visit the website, leave comments on a blog, and interact with the brand offline. Still, social media platforms are so important for engagement that this benefit ties in directly with the previous one. Not only should rebranding efforts lead existing followers to be more active, but they should also bring in more fans. All those likes, shares, retweets, and hashtags that come with the new corporate identity make the brand more visible. This allows our customers to gain influence and grow their following. Once someone becomes a follower, they are much closer to becoming a regular customer or a brand evangelist. Higher Customer Satisfaction The logo and website were the faces of our rebranding campaign, but customer satisfaction is its heart. That is why it is paramount for rebranding to go beyond aesthetics. It needs to focus on the audience and put the Sales Team in a better position to answer customer needs and directly reflected in Customer Satisfaction surveys. Better Reviews A key component in a successful rebrand is empathy. If we showed that as a company we understand customers’ needs and try to help, they will respond in kind. One of the ways customers can do this is by leaving better reviews. Online reviews are the lifeblood of many businesses these days. Surveys show that 9 out of 10 consumers look at reviews before they visit a business. Furthermore, over 80% of people think that online reviews are as trustworthy as personal recommendations, and these reviews impact two-thirds of purchasing decisions. With the successful rebranding, we created an atmosphere that encourages customers to review the company in a positive light. “The Marketing team demonstrated an in-depth knowledge of the application and use of Hosting and design UX. That knowledge, together with their advanced open minded approach and its simple configuration tool, enabled us to easily upgrade our existing UX’s with a powerful gateway that will allow us to implement advanced functionality in the future.” ~ Technician Leader

Don’t Take It From Us; Here Are A Few Of Our Favorite Testimonials! As one of the best SEO companies for small businesses, our dedication and vision pay off when we get great testimonials. Marketing SEO is the yellow page for today. It’s how you get free, organic traffic to your website. It is the foundation of your traffic (If these words are confusing we created a glossary). Search results, meta descriptions, page titles, title tags, link building, internal links, backlinks, and pay-per-click all play a role in where your website lands on Google. Client Testimonial: Putnam Marketing Customer Feedback Happy Putnam Marketing Comments Putnam Marketing Feedback Putnam Marketing Testimonial Putnam Marketing Team-Work Putnam Marketing Testimonial Putnam Marketing Feedback Putnam Marketing Testimonials Contact Us! info@putnam.marketing.com 970-4*0-1948 Putnam Marketing 186 Washington Street Dover, New Hampshire 03820 USA WordPress Facebook Twitter Instagram LinkedIn

Jeff Bezos, owner of Amazon and subsequently the world’s richest man, said it best: “A brand is literally what people say about your business when you’re not in the room”. Basically, everything they think and feel, which is why branding is so important. The IDENTITY or image of a company is made up of many visual & sensual devices like: A Logo (The symbol of the entire identity & brand) Stationery (Letterhead + business card + envelopes, etc.) Marketing Collateral (Flyers, books, websites, etc.) Products & Packaging Other Sensual Communication (Audio, smell, touch, etc.) All of these represent a brand’s identity and should support the brand as a whole. A LOGO should identify the business in a simple way that is recognizable and memorable. It does not literally show what the business does. ie. A car logo does not show a car. Benefits of Branding Everyone’s idea of branding is different, but there is one thing they can not deny… The power of branding: CUSTOMER RECOGNITION Makes a brand stand out from its competitors CUSTOMER LOYALTY Keep customers coming back for more CONSISTENCY A consistent brand is memorable & more effective BRAND EQUITY Every branded element helps build brand equity INCREASES CREDIBILITY Establishes a company as a serious professional business ATTRACTS TALENT When a business has great branding, people notice ALLOWS SHARED VALUES Emotionally connect with customers creating loyalty for life GIVES CONFIDENCE A solid brand knows its values and this evokes confidence A strong, well-defined brand will make growing your company much easier. But what makes a strong brand? 1. Brand Awareness: A strong brand is one that is recognized and known by consumers. This means that the brand has a presence in the marketplace, with a strong visual identity, name, and positioning. 2. Brand Identity: A strong brand has a unique and memorable brand identity that reflects the brand's values, personality, and promise. This may include a logo, tagline, color palette, font, and other design elements. 3. Consistency: A strong brand is consistent in its messaging, tone, visual identity, and customer experience. This helps to build trust and credibility with consumers over time. 4. Emotional Connection: A strong brand connects with consumers on an emotional level, making them feel something positive and memorable. This may be achieved through storytelling, invoking nostalgia, or connecting with a shared value or belief. 5. Quality and Value: A strong brand delivers quality products or services that provide value to consumers. This helps to build loyalty and trust with customers, who will be more likely to recommend the brand to others. Typically, what makes a brand great isn’t just one amazing thing—it’s a combination of several. This is where most people get it wrong and because of this, you need a brand strategy. And your brand strategy has to be aligned with your business objectives (the reason WHY you exist), your target client, and your unique selling point. To put this in perspective, consider Ikea. While they’re definitely not a small startup, they perfectly exemplify a strong brand. Why? Because they’re known for their low prices, giant stores, customer experience, inspiring ideas, and innovative products. Ikea’s brand is more than just a logo. Agree? So, define your why and the rest will follow. For a strong brand, you’re going to need: Logo – a symbol representing your business Tag line – a short & sweet motto Visual Aesthetic – a consistent color palette, fonts, design style, and overall concept Voice – The brand’s tone, vocabulary & syntax Once you have these set up, you can start building the rest of your brand’s collateral. eg. Your website, social media graphics, packaging, stationery, etc. No brand is set in stone. Over time, you may want to update it or do a complete re-branding. Your clients, new emerging technology, and the ever-evolving economy will dictate when you may need to consider re-branding. Build Your Brand After you’ve set your goals, outlined your target market & defined how you wish to be perceived, then you can start to build your brand. Start with these 3 brand essentials: A) Your Unique Visual Identity Having a unique visual identity is one of the easiest ways to differentiate your business from the competition. Your identity should be consistent and reflective of your initial goals, yet flexible enough to work across all communication. This includes your logos, fonts, colors, stationery, social media profiles, and more. B) Your Own Website, Domain Name & Email Address Do you know what comes up when people type your business into Google? Hopefully your own website (e.g. JohnSmith.com) and social media profiles. Are you using a customized email address such as john@smith.com? These all reflect your brand’s image. C) Your Social Networks It’s not enough to have a Facebook or Twitter account, you have to actually be active there; share content, provide value, ask and answer questions, and as frequently as possible. Remember that everything you do, say and share is reflective of your brand. Download your own Building Your Personal Brand eBook!

Brand Archetypes — Meet the Hero ​The courageous triumph over hardship is the defining characteristic of the Hero archetype. Finding deep satisfaction, exhilaration, and purpose in this feat, the Hero archetype displays great tenacity to achieve it, with a “never give up” attitude. We’ve all been inspired — or saved — by a hero… where would we be without them? Brand archetypes are the secret sauce to creating stronger brands, and are an essential tool for any marketing toolbox! To learn more, read the introduction here. The HERO PROMISE: Where there is a will, there is a way. CORE DESIRE: To prove worth through difficult action GOAL: To exert mastery in a way that improves the world FEAR: Weakness or quitting STRATEGY: Become as competent as possible GIFT: Courage MOTIVATION: Mastery All About the Hero The Hero archetype is all about rising to the challenge, and it instinctively seeks to protect and inspire others. Whether on the battleground, ball field, or political stage, the Hero is determined to leave a mark on the world, often at the risk of great sacrifice. The Hero often must make tough decisions and think on their feet. The quintessential Hero seeks out challenges or feels ‘called’ to right a wrong, or both. The challenge to overcome may be humanitarian — to save the world at large — but may also manifest as a grandiose personal aspiration, like a resolve to scale Mount Everest. It’s easy to picture comic book superheroes as iconic of this archetype. But in our everyday lives, we can look at Michael Jordan, Nelson Mandela, the Marines, Nike, and Red Cross as examples of heroes. The Hero Brand in Action The Hero archetype is a natural fit for philanthropic organizations or businesses that have corporate social responsibility as a core tenant of their existence. Along with social initiatives, the Hero is easily manifest through athletic brands and the military. These are brands that represent or help people develop discipline, focus, and strength. The marketing of a Hero brand will often use powerful images and strong colors to communicate. It may use nature-inspired imagery that metaphorically represents a challenge, like tall mountains or rugged terrain. Definitive lines and shapes and roughness or texture will play a part in the visuals as well. The language will be idealistic, challenging, or noble — essentially saying “I dare you”, in a manner of speaking. The organizational culture of a Hero brand is typically achievement-oriented, holds itself to high standards, and requires dedication. In an unhealthy organization, this may foster competition and employee burnout. In a healthy organization, there is a clear sense of convictions that are lived out daily and fuels the passion to make a difference and overcome challenges. The Different Levels of the Hero Archetype Each archetype can be experienced or expressed at different levels. The lower levels are less mature while higher levels are more developed. Level 1: The Hero displays the ability to overcome — competence as demonstrated through achievement or victory in the competition. Level 2: shows the Hero archetype faithfully serving others, often out of duty, commitment, or conviction. Level 3: the Hero uses their strength and courage to make the world better. This requires the greatest level of sacrifice. All in the Family There are different aspects of the Hero archetype that can emerge, based on the strength of various attributes. The book Archetypes in Branding breaks these nuances down into sub-archetypes (including the primary Hero) for a total of five in the family. Hero The Hero is represented by sacrifice, courage, faith, and strength. This archetype lives to triumph over adversity and will overcome great odds to facilitate transformation. The downfall of the Hero may be triggered by an exaggerated sense of self-importance. Warrior In a word: fearless. The assertive Warrior has a strong sense of duty coupled with a healthy dose of bravery. Add to this a tactical mode of attack, and the Warrior is strong on strategy. The Achilles heel for this sub-archetype is a victory-at-all-costs mentality, in which the assertiveness turns a bit too aggressive. Athlete The Athlete’s goals revolve around physical ability and mental focus. Disciplined and achievement-oriented, the Athlete is relentless in pursuit of a goal. The desire to be bigger, stronger, faster, and better is natural for this sub-archetype. The Athlete must be careful, though, not to use their physicality to bully or harm. Rescuer The Rescuer swoops in with a heart full of bravery to help others in need. With intuitive sensibilities and quick reflexes, the Rescuer becomes a familiar face in times of dire circumstances. The trap for the Rescuer? The misguided need to save someone just to prove its own worth. Liberator Fighting on behalf of the disenfranchised and powerless, the Liberator is a champion for humanitarian rights, justice, and equality. With strong convictions and resolute hope, this sub-archetype does not accept defeat. The temptation for the Liberator is to allow the end to justify the means, however blurry the morality. Its staunch view of righteousness and justice can lead to revenge-seeking. Examples of Hero Brands Nike does Hero perfectly. Representing level one of the Athlete sub-archetype in the following commercial, Nike challenges every one of us to overcome the enemy within (our fears, doubts, and insecurities) …of course, ending with the ultimate challenge — to Find Your Greatness. The Red Cross is an example of the Rescuer sub-archetype at the higher level, providing disaster relief and emergency response to those in time of need. Their 2015 year-in-review video combines an inspirational audio track with moving photos of those affected by a disaster along with those helping them through it. The International Labor Organization exists to promote social justice, human rights, and labor rights. Their video below speaks very aspirationally about the importance of social justice and ultimately asks the question “How can social justice be achieved for all?” The Hero Consumer The Hero consumer is typically achievement-oriented and competitive — even if just against oneself. In the quest to prove themselves, Hero consumers have the desire to develop their character or physical ability and are often tenaciously dedicated to overcoming challenges. Hero consumers often see themselves as good, moral people; and, naturally, they are attracted to brands that demonstrate their convictions. Therefore, to win a Hero consumer’s heart, a brand must realize it is being evaluated on much more than just its product offering, but on the strength of its moral convictions. Is Your Brand a Hero? Take a look at your brand. Is it fighting an invisible enemy to address a social problem? Is it challenging for people to get stronger and perform at their full potential? Is your underdog product actually the next big thing to change the world? If this resonates with you, your brand may be a Hero archetype. Still not sure which archetype defines your brand? Take the brand archetype quiz to find out your results and then check out an overview of the brand archetypes. #12brandarchetypes #thehero

Brand Archetypes — Meet the Caregiver The Caregiver brand archetype can be summed up in two words: compassionate and self-sacrificing. Picture the empathetic nurse or the helpful concierge, and you will see how the Caregiver archetype is a personality fit for brands that aim to nurture or serve others, from healthcare to nonprofits, to hospitality industries. Brand archetypes are the secret sauce to creating stronger brands, and are an essential tool for any marketing toolbox! To learn more, read the introduction here. The CAREGIVER PROMISE: Treat your neighbor as yourself. CORE DESIRE: To protect people from harm GOAL: To help others FEAR: Selfishness and ingratitude STRATEGY: Do things for others GIFT: Compassion and generosity MOTIVATION: Stability and control All About the Caregiver The Caregiver derives meaning from helping others. This brand archetype is moved by compassion and generosity and strives to make people feel nurtured and secure. For the Caregiver, the worst fears are 1) neglecting loved ones and 2) instability, due to the impact it will have on the less fortunate. The Caregiver archetype is often associated with the maternal and paternal instincts parents have in protecting their children, to the point of self-sacrifice. They give of themselves to make sure others are cared for. This archetype is seen in teachers, nurses, and at the organizational level, churches, insurance agencies, and hotels. Well-known examples of the Caregiver archetype are Mother Teresa, Princess Diana, Habitat for Humanity, Campbell’s, and The Salvation Army. The Caregiver in Action To see the Caregiver around you, look no further than the healthcare, insurance, and financial planning industries, as well as nonprofit or charitable organizations. Less obvious may be brands that have to do with maintenance or fixing broken things — activities such as cleaning, mending clothes, gardening, or general upkeep all call on the Caregiver’s tendency to nurture. Companies that do these things on a large scale can tap into the Caregiver archetype quite successfully. Auto brands that emphasize the safety of their vehicles may also project the Caregiver mentality effectively. No parent would ever consider an unsafe car for his teenager, after all! The marketing strategies of Caregiver brands will revolve heavily around providing helpful experiences and nurturing relationships. Marketing will often appeal to sentimentality, happy memories, the comforts of home and family, and feelings of safety and security. Visuals or multimedia may pull on soft color palettes, family imagery, and touching music. Internally, a Caregiver organization will foster a relational culture that is typically highly structured or bureaucratic (in order to ensure an atmosphere of stability). Caregiver companies tend to treat their employees well; although, if the culture is not healthy, there is the risk of employee burnout due to the level of sacrifice expected from them. The well-functioning Caretaker organization treats both its employees and customers with a high level of service, aiming to anticipate needs in advance and going above and beyond to accommodate them. In fact, exemplary customer service is a hallmark of a Caregiver brand. They just do nice things for others. The Different Levels of the Caregiver Archetype Each of the 12 archetypes exists in levels. The lower levels are less advanced while higher levels are more evolved. Level 1: of the Caregiver brand archetype includes caring for one’s dependents. Level 2: involves finding a balance between caring for oneself along with caring for others. Level 3: speaks to an altruistic concern for the world at large. All in the Family The Caregiver archetype can be viewed from a few different angles, depending on which specific attributes are at play. The book Archetypes in Branding breaks it down into a family of sub-archetypes (including the primary Caregiver archetype) for a total of five. Caregiver The Caregiver is good, compassionate, and empathetic, with a sacrificial concern for others. This sub-archetype remains calm in a crisis and remains optimistic. The challenge it faces is an inability to say no, always wanting to help even when it is detrimental to the self. Guardian A defender of others, the Guardian is fiercely protective. Providing nurturing guidance and loving oversight, the Guardian tends to keep to traditions and values. The main challenge of the Guardian is the potential to be overbearing or misuse their power. Samaritan The Samaritan is selfless and kind in their quest to love thy neighbor as thyself. This sub-archetype demonstrates compassionate action. It finds meaning in relieving others’ suffering. However, the Samaritan may face the challenge of self-martyrdom, if not careful. Healer Strong in sensitivity, the Healer acts as a conduit to wholeness by creating optimal conditions for healing to happen naturally. With healthy doses of optimism and empathy, this sub-archetype remains full of faith, while remaining perceptive to others’ emotions. Unfortunately, the Healer can succumb to ego if holding too tightly to the idea of having the only right answer. Angel The Angel sub-archetype exudes purity and humility. With infinite compassion, the Angel brings joy and laughter while providing aid and comfort. As the name implies, the Angel can help guide others to change their lives for the better — including facilitating spiritual connection and miracles. For the Angel, the challenge lies in having an unrealistic outlook — ignoring anything negative to focus only on the positive. Real-world Example of the Caregiver Brand: The Salvation Army The highest level of the Caregiver archetype is the altruist, focusing on serving the needs of the world at large. At this level, the Salvation Army serves as a fitting example of the Caregiver archetype. For years, The Salvation Army has been ranked among the most trusted nonprofit organizations in America. With a tagline of “Doing the Best”, they have strongly branded themselves while providing social services to those in need for over a century. They post their brand strategy online, which includes their Brand Personality: “Passionate. Compassionate. Brave. Uplifting. Trustworthy.” and their Brand Positioning: “To those who want to positively affect their world, The Salvation Army is the charity that maximizes contributions.” Whenever you hear the sound of a ringing bell during Christmastime, there’s a good chance one of The Salvation Army’s red kettles is nearby to collect shoppers’ loose change. The red kettle is an integral part of The Salvation Army brand. One of their seasonal marketing pushes is “Red Kettle Reason” which is a campaign run during the holiday season to encourage giving to their organization. Celebrity personality Nick Cannon is highlighted in a commercial from their 2015 campaign, in which he recounts his own childhood experience of being helped by The Salvation Army while espousing the shared values of faith and the responsibility of caring for others. Not as recent, but still relevant is a commercial for a local Salvation Army Store, with a compelling call for you to help in their mission by donating what you can. The global reach of The Salvation Army cannot be denied, as we see in this promo video a call for ministry participants during the 2016 Summer Olympics in Brazil to help with programs that will assist children and the poor. Do you notice in all of these videos that children appear somewhere? With this, the brand manages to speak to the most primitive instinct we all have, to protect and care for our kids, level 1 of the archetype, even while communicating on higher levels about helping society at large. The Salvation Army as Hero? With the Salvation Army also providing disaster relief and humanitarian aid, you’d be forgiven for thinking the brand could be a Hero archetype (as is another organization that occupies a similar space, the Red Cross). Indeed, these two archetypes are similar in that they help others in need, and The Salvation Army may feel heroic to those who are on the receiving end of their help. However, the motivations of the Caregiver and the Hero are different. The Caregiver is driven by the desire to meet the needs of others, a social motivation. The Hero is driven by the need to prove worth through courageous action, a self-driven motivation. The Christian foundation of faith and sacrifice is possibly what ties The Salvation Army and the Caregiver together so strongly. The Caregiver's motto to “love your neighbor as yourself” is decidedly Christian, coming straight from the Bible, and aligns with The Salvation Army’s stated goal to “support everyone in need in His name without discrimination.” While the Red Cross and The Salvation Army occupy much the same space and provide similar services, it is their demonstrated brand positioning, culture, and values that set them apart from each other. The Caregiver Consumer Caregiver consumers are constantly trying to achieve balance in caring for others (kids, aging parents, and the world at large) versus themselves, so brands that can speak to this struggle will resonate with those individuals. Following, the Caregiver consumer also likes to be recognized occasionally for their service, as it is a task that is often unappreciated or goes under the radar. The Caregiver consumer isn’t easily fooled by everything it hears; it looks for brands that show they care instead of those that say they do. For brands looking to target the Caregiver consumer, it is imperative that the brands show authentic action and walk the walk. Is Your Brand a Caregiver? Ask yourself: Do you place a high value on serving or protecting others? Is your goal to help people care for other people, pets, society, or the world at large with sacrificial devotion? If you answered yes, it is very likely your brand is a Caregiver. To have the biggest impact, you should do all you can to communicate these values clearly and consistently, including in your marketing. Still not sure which archetype defines your brand? Take the brand archetype quiz to find out your results and then check out an overview of the 12 brand archetypes to learn more.

Who doesn’t want to have a laugh?! The position of the Jester archetype is to deliver everyone collectively to play and respect the pleasure in life. As the last entertainer, the Jester is capable of making human beings sense properly — a sense that any logo would really like to have related to it. The JESTER​ PROMISE: If you’re now no longer having a laugh, you’re doing something wrong. CORE DESIRE: To stay withinside the second with complete enjoyment GOAL: To have an awesome time and loosen up the sector FEAR: Boredom or being boring STRATEGY: Be humorous and playful GIFT: Joy MOTIVATION: Belonging All About the Jester The Jester archetype represents living in the here and now. The life of the party, the Jester just wants people to lighten up and enjoy themselves! The Jester allows others to connect with their fun inner child — impulsive and unrestrained, not afraid to bend rules, not afraid to stand out, and comfortable in their own skin. The Jester also has the ability to think outside the box, which leads to innovative ideas. This means that Jester is a master at brainstorming, reframing concepts, and presenting new perspectives. For example, a typical Jester M.O. would be to present a social issue or political agenda in a new light to highlight its underlying absurdity. Comedians are an obvious example of the Jester but are certainly not the only category that identifies as this archetype. The Jester Brand in Action Jester brands tend to grab attention. The biggest draw is usually its cleverness. While Jester brands are commonly expressed in entertainment, you can also find them expressed in industries such as insurance. Geico or Progressive come to mind, both of which chose to take a more light-hearted approach in an otherwise serious industry. Jester brands are not afraid to bend rules or be politically incorrect, and that can be reflected in brands making light of things that are perhaps actually serious issues or promoting something that is not actually good for you. We all know candy isn’t healthy, but let’s face it, those M&M commercials featuring the talking candy characters of Red, Yellow, and Ms. Brown are humorous enough to make us forget all about that. The marketing of Jester brands may be unconventional, silly, or over-the-top. Often bright colors are used and the action is high-energy. Jester brands may be especially drawn to utilizing virtual experiences like interactive websites or augmented reality apps. The organizational culture for Jester Brands is loose and fun-loving. Traditional “corporate” rules don’t apply here. Jester brands create their own way of doing things, and due to their out-of-the-box thinking, the culture is highly innovative in its operations or product offerings. The Different Levels of the Jester Archetype There are levels to each of the 12 different archetypes. The lower levels are less mature while higher levels are more developed. Level 1: The Jester expressed at level one sees life as a game. The only important thing is to just have fun! Level 2: Level two is more advanced. Here, the Jester is expressed by combining fun with resourcefulness/intelligence (resulting in things like practical jokes or finding ways to get around rules). This is where cleverness and innovation are developed. Level 3: At the highest level, the Jester knows that life is lived in the moment. If all we have is today, we should live each day to the fullest. All in the Family There are different aspects of the Jester archetype that can emerge, based on the strength of various attributes. The book Archetypes in Branding breaks the archetype down into sub-archetypes for a total of five (including the primary Jester) to round out the family. Jester Life is a playground for the Jester. With a penchant for irreverent antics and an appreciation for the same, the Jester lives fully in each moment. Able to reframe perspectives and be unafraid to speak out, the Jester can challenge convention in refreshing ways. The challenge facing the Jester is that of being too insensitive or insolent. ​Entertainer The Entertainer is playful and caters to an audience. Giving people a good show is all that matters. Quick-witted and highly adaptable, the Entertainer needs constant stimulation and feedback. ​Clown The Clown hides behind a mask in order to distance itself from serious or taboo topics in order to explore them. Highlighting the absurd in this way allows the Clown to poke fun and entertain at the same time. This sub-archetype is prone to exaggeration and drama to make others laugh. Provocateur The Provocateur may be controversial and polarizing but does so with the charm and charisma that makes it a Jester sub-archetype. Of course, the challenge for the Provocateur is to not come off as rude and offensive. But as a natural communicator and with an in-your-face mentality, the Provocateur stirs up change. ​Shapeshifter The Shapeshifter acts as a chameleon, able to navigate varying situations and levels of consciousness. Challenging others to question assumptions, this sub-archetype is a catalyst to help others see things differently. The weakness of the Shapeshifter is the inherent instability that comes with being so adaptable. Real-World Examples of Jester Brands Progressive Progressive’s spokesperson Flo is quirky and silly… exactly what insurance is not. Yet, by aligning with this positioning, Progressive lives up to its name and gives people a new way to relate to insurance. Their “Name Your Price” tool (referred to in the video below) is a result of innovative out-of-the-box thinking by the company in 2009 when it was predicted people would cancel their coverage altogether to save costs during the economic downturn. M&M’S / Geico In a crossover commercial between two Jester brands, familiar M&M’S and Geico characters meet in an unexpected and clever ad. Jimmy Fallon Late-night talk shows have Jester written all over them, and The Tonight Show Starring Jimmy Fallon is no exception. While Jimmy Fallon himself has an Everyman appeal, first and foremost he just likes having fun. If you’ve never heard Fallon talk about why he does what he does, he sums up his purpose here: “…If anyone is suffering at all, this is my job. I’m here to make you laugh. I want to make you have a good time.” His method of making the world a better place is to “make you laugh and put a smile on your face so that you can… live a longer life. Isn’t that the whole goal of what we’re doing — have fun?” The Onion Satirical news source The Onion takes current issues and presents them through the lens of the ludicrous… of course girded by the unnerving undercurrent of reality. Sometimes blurring the line of political correctness with taboo topics or reporting style, The Onion shows it is not afraid to speak on any news. In the humorous video segment below, they subtly highlight the point that no one actually knows what “the cloud” is. The Jester Consumer Jester consumers tend to be a younger demographic, though, of course, there are people of all ages who seem to be perpetually “young at heart”. Jester consumers are turned off by serious topics or people who are too serious, so they tend to flock together with others of similar “carpe diem” attitudes. They will avoid doing things that are boring, even if those things are important. Therefore, to market effectively to Jester consumers, brands must find ways to be relevant and cutting-edge in how and what they communicate. This is especially true if a brand wants Jester consumers to do something serious (like buy insurance) — it will need to find a way to reframe the desired action to be more in line with the Jester mindset and attention span. The zanier the better! Jester consumers appreciate creativity and cleverness. Is Your Brand a Jester? Does your brand help people enjoy life or live in the moment? Do you have a fun-loving culture? Is being clever or quirky a method you use to help people see something differently? If so, you may be a Jester brand. Still unsure of the archetype that best represents your brand? Test your knowledge of the 12 brand archetypes by taking the brand archetype quiz, and then review the answers to learn more. #brandarchetypes #branding #TheJester

A brand archetype is a way of presenting a brand – its metaphorical meanings, values, behaviors, and messages – as a persona, making it more instantly recognizable and relatable to target audiences. Brand archetypes offer businesses a personality that makes them approachable and relatable to people that share similar values. They are a set of universal, symbolic characters or personas that help identify and differentiate a brand's personality and messaging in the marketplace. They are based on Carl Jung's theory that certain concepts and symbols are deeply ingrained in our unconscious minds and represent basic human desires, motivations, and fears. The goal of using brand archetypes is to create an emotional connection with consumers and help them see the brand as more than just a product or service, but as a relatable entity with its own unique personality. Examples of common brand archetypes include the Innocent, the Explorer, the Sage, the Hero, the Outlaw, the Magician, the Regular Guy/Girl, the Lover, the Jester, and the Caregiver. Swiss psychiatrist and psychoanalyst Carl Jung proposed that humans utilize symbols to help them grasp complicated topics. According to him, there are collective patterns or symbols that appear virtually everywhere on the planet as elements of myths and, at the same time, as individual creations of the subconscious. Jung believed that some pathways to better human knowledge have remained both recognized and ageless throughout history and that these pathways should be classified. Furthermore, those classifications displaying clearly known personality traits—especially in the case of brands, by customers and organizations trying to identify their customer populations, are referred to as archetypes according to Jung. History of Brand Archetypes The concept of ‘brand archetypes,’ as we know them now, originated with Carl Jung, a psychologist who collaborated with Sigmund Freud. He thought that everyone had fundamental human needs that are both primal and instinctual. Each of our wants is associated with a distinct brand archetype. The notion is that by adopting a certain personality, businesses may demonstrate to their consumers that they understand their wants, expectations, and pain areas. Brand archetypes have the power to embody and reflect the personality of brands and assist them to better connect with specific customer personas. As it relates to brands, the concept of archetypes is generally ubiquitous and may be especially useful as an orienting tool for brand managers wanting to concentrate their team’s efforts. Archetypes are essentially the embodiment of particular wants and behaviors. When you comprehend your firm and your consumer, you may build a brand archetype that enables you to connect to a certain type of consumer. This aids in the development of better client relationships, reducing the risk of your company becoming a commodity. Archetypes can help you identify your brand by emphasizing your own personality. Customers will automatically choose the firm with which they feel more at ease while looking for solutions to their difficulties. The Purpose of Brand Archetypes Archetypes are universal human urges that may be tapped into. They take sales pitches and marketing efforts and turn them into a persona that customers can relate to. This all sounds nice, but you are undoubtedly asking how archetypes connect to corporate goals. Consider the following purpose of archetypal branding to further understand why they are important to your bottom line: Supports Brand Experience Brand archetypes set the tone for consumer interactions and relationships. A brand with a caregiver archetype, for example, will emanate a helpful, friendly, and supportive attitude. After establishing these qualities, a consumer will set expectations for the new brand experience. Ideally, the brand lives up to the hype. When this occurs, a consumer comes to trust you and your products. A loyal client base is built on recurrent, consistent interactions. Adapts to Customer Desires Another purpose of brand archetypes is that they may be individually adapted to the requirements and desires of your market. There is an archetype for everything, whether it be creativity, drive, or invention. Therefore, companies employ brand archetypes to connect an audience’s needs with product offerings. This enables people to understand how your product may help you achieve your own goals, leading to deeper, more real interactions with customers. Helps Separate your Brand Competitors Do you want to know how to stand out in a competitive marketplace? A powerful brand archetype might just be the solution you’re looking for. Brand archetypes motivate you to go deep into your brand’s history and discover the why behind your business. The people, places, and concepts that influenced the origins of your brand are really unique to your brand. This is extremely critical to keep in mind, especially if your business and another company in your chosen industry have the same archetype. 12 Brand Archetypes + Examples Identifying the right brand archetype is an important step toward creating a brand identity to which your target audience can relate. In fact, the world’s most successful companies have well-established archetypes that are represented in every element of their brand heart, voice, and identity. Choosing the right archetype can also improve your brand’s positioning and provides consumers with the brevity they need to grasp your brand’s why. To help you select the right brand archetype, here are Carl Jung’s 12 brand archetypes: 1. The Outlaw The Outlaw is an outrageous, startling, and disruptive archetype. If your brand is not afraid to challenge others and change the game, it is an Outlaw. They are out of the ordinary and guarantee total rebellion in all positive ways. Outlaws are incredible. They love to go all out, and they often do it with style. It is exciting and there is a lot to learn from it. Keep a close eye on them because you will surely have a great time enjoying how they represent their respective brands. Vans, Harley Davidson, Snickers, and other brands are some of the best examples of Outlaw brand archetypes. 2. The Magician When we talk about this brand archetype, the first thing that comes to mind is none other than Disney. The brand is all about bringing magic and glitters into our everyday lives, from its fantasy films and music to the magical experience brought by its world-famous amusement park, Disneyland. Is your brand creating a significant influence on your consumers? Is it possible for your brand to make problem-solving enjoyable? Is your brand a source of inspiration for everyone’s imagination? If your answer to most of the questions above is “yes” then your brand is likely to be a Magician archetype. Magicians do not only think outside the box; they put the box in front of you and present you with a surprise. 3. The Hero The Hero is an idealist. They strive for excellence, meticulousness, and fearlessness. Simply said, if your brand guarantees excellence together with trust and self-assurance, it is a hero, both literally and metaphorically. The best thing about engaging with a Hero brand is that they will either go to great lengths to ensure you are acknowledged or take excessive time to answer. The Hero brand archetype also rises to the occasion. They promote the importance of self-confidence and change. As a result, a firm like Nike is regarded as a transformational instrument that helps individuals reach their greatest potential, rather than a footwear supplier. 4. The Lover The Lover brand archetype encourages closer connections through passion and romance. But it is not all about that; the Lover promotes spiritual, family, and companionable ties as well. The emphasis for Lover brand archetypes is on strengthening connections with the individuals and things that truly matter. How can you tell whether your brand is The Lover archetype? Here are some guide questions: Is your brand sensuous, emotional, and loving? Are you a giver and visually pleasing? Do you believe in peace and a pleasant environment? The goal of the Lover brands is to connect to Lover personas in their target market by making them feel wanted, valued, and sought. They stimulate passion and delight in connecting with these customers. Their speech has a sensuous tone to it, and they use seductive language and phrases. 5. The Jester In branding, the Jester personality archetype enjoys living life to the fullest and having a good time for themselves and others. These brands are upbeat and look for the positive in every scenario. Because they have never lived within one, jesters think outside the box, which makes them exceptional inventors. On the surface, Jesters live for the present, but on a profound level, they recognize that life is short and that laughter should be included in it. The Jester brands connect to individuals who are youthful at heart. The Jester companies are associated with fun times and the light-hearted, optimistic side of life in their branding strategy. Laughter is how they communicate and engage with their target audience. 6. The Everyman The Everyman brand archetype is defined by a sense of belonging and recognition. These businesses prioritize the ability to blend in with the crowd and appear to be an “ordinary guy.” In whatever part of their work, these brands are not over the top. The Everyman archetype is trustworthy, optimistic, and eager to fit in. The Everyman is your everyday person: unpretentious, approachable, decent, and at ease. Hard labor, common sense, dependability, and honesty are important to The Everyman. They aim to attract a wider audience, therefore they do not bother with the frills of grandeur. The Everyman connects with families and people from many cultures, connecting to individuals who live below the luxury line and, as the company puts it, “understand the worth of money better.” 7. The Caregiver The Caregiver archetype brands advertise their altruistic nature and publicly declare their desire to protect and care for people in need. The Caregiver brands are proactive and responsive, and they are present wherever a negative occurrence transpires. Do you want your brand to be associated with empathy, assistance, and selflessness? Is your brand putting emotions first and in the correct places? Is your brand charitable and promotes people-protection initiatives? Their branding approach focuses on assisting those in need, who are frequently fragile and sensitive individuals who demand a personal touch. They send forth warm and meaningful signals and treat life and work with generosity. 8. The Ruler The Ruler brand archetype expresses and expresses control. These brands place a premium on authority and are confident in their communication and actions. They exhibit supremacy and exercise leadership. They desire riches and success, which they seek to pass on to others who come after them. They are self-assured and responsible, and they appreciate having a sense of control. To attract their target audience, these companies' goal is to reassert a sense of authority, power, and respect. They radiate a feeling of privilege and grandeur. By seizing authority, the Ruler eradicates ambiguity. They enjoy following rules, but much more so, they enjoy making them. Rulers believe in doing things the right way and creating solid, well-known businesses to match. They also want others to act with decency. 9. The Creator The Creator brand archetype is defined by a strong drive to develop new and innovative things. These businesses appreciate uniqueness and skill, and they invite everyone to participate in or watch the realization of their vision. In order to cater to target audiences, the Creator’s branding approach involves honoring their innovation side and encouraging artistic freedom. This brand archetype is also preoccupied with realizing its ideal. Brands must demonstrate their capacity to create opportunities for self-expression. This archetype will interact with only the most free-form items that promote creativity rather than impose use. 10. The Innocent The Innocent brand archetype is all about happiness and optimism. The brands that use this archetype want everyone to be happy as well as protected. The Innocent, who bears no grievances, is genuine and fair, believing that everyone should be who they actually are. With transparency, easiness, and positive optimistic messaging, Innocent branding usually appeals to the target population in a captivating way. Innocent brands are associated with security and trustworthiness among these consumers. True Innocent archetypes can also recognize and understand that everyone has the right to live and the yearning to be happy. 11. The Sage In branding, the Sage archetype is portrayed as a seeker of knowledge and intelligence. These companies exude expertise and a sense of being well-informed. Their motivation is to learn about the world and share what they have learned with their followers. Sage’s branding approach appeals to the target audience while also recognizing their intellect. Complex meanings and technical terminology, as well as well-researched content, are valued by these companies. It is advisable to avoid employing simple methods when trying to communicate with Sages. Brands must demonstrate a high degree of competence and comprehension. Sage archetypes are meticulous scholars who despise misinformation and incompetence. They have a greater degree of intellect and social awareness than other people. Therefore, they are frequently considered as reliable and knowledgeable sources of information. 12. The Explorer The Explorer’s brand identity embodies a desire to step outside of their comfort zone and into an unknown situation where they feel more relaxed. These companies promote boldness, as well as a passion for exploration and taking risks. In order to appeal to the explored customers, this archetype’s branding approach focuses on challenging them. These businesses emphasize the outdoors and the unknown, inviting consumers to join them in their exploration. Explorers, on the other hand, are not looking for upheaval or conflict. When taking on difficulties, they are comparable to the Hero. They are looking for thrills and action, and businesses should be able to provide it. Top Reasons Why Brand Archetypes Are So Effective Connections and partnerships are increasingly defining today’s brands. Consumers expect firms to be more accountable and trustworthy. Workers want a stronger feeling of purpose in their jobs. And businesses are always looking for new methods to create more effective and compelling brand experiences. This is why identifying your brand archetype will assist you in achieving a variety of business and communication goals. The reasons why brand archetypes are so effective: 1. Helps establish your identity as a brand Determining which archetype your brand belongs to provides it with personality and significance. It creates a vivid image in your consumers’ thoughts and distinguishes your brand and messaging from those of competitors in the same industry. After all, people are drawn to brands whose ideals are similar to their own. 2. Accurately position your marketing strategies Brand archetypes can make the implementation of your marketing strategies become a breeze. This is especially crucial nowadays, given the prevalence of social media. Consumer engagement can begin anywhere. This is why knowing your archetype is extremely beneficial when it comes to positioning your strategies and yourself as a brand. 3. Promotes employee and customer loyalty Brand archetypes inspire loyalty to both employees and customers. When people choose to do business with you, it shows that they believe in your brand’s core values. After all, the most successful businesses are those whose values, mission, and vision are founded on well-defined brand archetypes. Today’s consumers do not simply buy a product; they purchase the value and reputation that comes with it. 4. Supports product innovation and development Product innovation can be aided by understanding your brand archetype. Great products, from their usefulness to their appearance, are a reflection of their brand archetype. The success and adoption of new products among your target audience will provide feedback that will encourage improvements in your next cycle of product innovation. Why Use Brand Archetypes? When it comes to business, archetypes provide brands and organizations with what they want most: individuality, commitment, and sustainability. Let’s take a look at the multinational conglomerate company Virgin Group’s statement about their branding: “For over 50 years, the Virgin brand has been renowned for providing unique and exceptional customer experiences. Each Virgin branded company brings a fresh, innovative, and distinctive consumer proposition, shaking up the status quo to create businesses that lift experiences out of the ordinary. This clear focus on the consumer has given the brand the ability to expand into new sectors and new geographies. From Virgin Money’s unique customer store concepts to Virgin Red’s fresh perspective on rewards and how Virgin Voyages is set to re-invent the cruising experience – each Investee Business and Licensee strives to put the customer experience at its heart. Virgin’s brand purpose is Changing Business For Good.” We connect and relate to every brand archetype’s persona and objectives. They are timeless and universal, representing our most basic wants and desires. They help us get to know the business and its products better. Conclusion Choosing an archetype can help you to accurately describe your brand’s qualities and vision by anchoring you to a set of character traits. This will ensure that you stay true to your principles and establish a position that consumers can trust and relate to. Brand archetypes could also aid in a better understanding of your own company and the creation of targeted marketing strategies that emphasize the values you want to convey. Not to mention, if the business stays true to its principles, it will be renowned for what it says as a brand and not just its products. A brand archetype, when used effectively, can really help leave a lasting impression on your audience, whether you are a small startup or a large business.

Why Local SEO Matters to Your Small Business What is Local SEO? Submit Guest Posts & Publish Content on Local Websites Do a Google Search Why Should You Shop Local? Google Search Results The Impact of Social Media Optimize Your Content for Local Search Local SEO helps small businesses compete against larger companies: Small businesses often cannot compete against big brands with huge marketing budgets. However, with a properly executed Local SEO strategy, small businesses can get their website to rank higher in local search results, thus competing more effectively in their local market. Local SEO increases visibility and brand awareness: People are searching for local businesses more than ever before. If your business appears at the top of search engine results, it will be easier for potential customers to find you. This increased visibility could lead to more phone calls, inquiries, and walk-ins, ultimately leading to more sales and revenue for the business. Local SEO boosts customer trust and confidence: Research shows that people trust online reviews as much as personal recommendations. If your business appears at the top of search results and has good reviews, it can help build trust and credibility with potential customers. Local SEO can result in high ROI (Return on Investment): Local SEO is an affordable marketing strategy which leads to significant ROI. Local SEO can help small businesses save money compared to traditional advertising methods. Customers turn to search engines like Google, Bing, and Yahoo to find “restaurants near me” or the “best plumber in my city.” Local SEO (Search Engine Optimization) is a strategy that focuses on optimizing a website to improve its visibility on search engines for local searches. The benefits of Local SEO cannot be denied. Small businesses that optimize their website for local search have an opportunity to compete with larger brands, increase visibility, build trust, and generate positive ROI. It is important to note, however, that Local SEO is not a quick fix or a one-time solution. It requires ongoing investment and effort to maintain the top-ranking position in search results. People unknowingly use Local SEO by searching for local businesses every day. Use these SEO Tips with relevant keywords and your specific location to be one of the businesses that show up for them. 81% of retail shoppers conduct online research before buying. The overwhelming majority of retail consumers start their journey with online research. GE Capital Retail Bank This is where local SEO enters the picture. You can reference our last blog post to refresh your memory here: “Did You Google It?” What is Local SEO? Local SEO is similar to search engine optimization, the main difference is that it focuses on web page design and improving a website’s ranking in local search results as opposed to search engine optimization. It’s all the same, but Google likes the differentiation, so, we’ll show you step-by-step how to do it. SEO Tip: How to Improve Your Local Search Ranking with Content Marketing The good news is that you can improve your local search ranking by making a few changes to your existing content. These SEO Tips will show you five ways to maximize your exposure to reach the exact type of customers searching for your products. Submit Guest Posts & Publish Content on Local Websites There are nearly 4 billion people worldwide connected to the internet, there has never been a better time for businesses to include blogging in their marketing strategy. SEO Tip: Contributing to a blog is a fantastic method for improving your webpage and connecting with friends you haven’t met yet. According to a 2014 study, 4 out of 5 customers use search engines to find local information, including restaurants, services, and entertainment. Google Marketing Report. Search engines like Google determine which local websites are relevant and useful to the searcher. According to the local SEO Guide, only the best local search results turn up based on what device they are searching from; a cellphone, computer, or iPad. The location a person is located when searching for “dog walkers” instead of every single link on the internet related to either dogs or walking. You’re logical, use the SEO tips you’ve been learning to have an impact. SEO Tip: Start Guest Writing Guest writing for a blog is the most ideal way to reach new connections and market your shop, product, or service. Google Marketing Report Finding a local business to write a guest post on is super simple. To show you how quickly it can be done, we will search Dover-based local businesses that welcome visitor posts. The most time-consuming part is to find nearby sites that welcome and invite visitor posts. Do a Google Search Open Google and do a Google search of your area to do it. Because formulas can be intimidating, and a bit much, there’s an example below. Type in Google search this formula ‘your query in URL: write-for-us‘ OR ‘“write for us” + [niche]’. This way Google will return websites. In the Google search bar, we typed: “Dover website write for us.” As you can see, two nearby sites offer visitor posting on the front page. Local, Dover NH, Google Search, Putnam Marketing SEO Tip: Search your location + website + guest post Then your location + website + submit a guest post. Also try different search terms for your location, if appropriate. Such as your region, county, or nearby cities. For example, if you are in Boston, local SEO could be; “East Coast,” “New York City,” “Portland,” or “Manchester”. If you need a starting point, here’s a resource for you: Publish Content to Local Websites Template Tracker). SEO Tip: Use this template to organize your list to optimize Local SEO Make a list of potential websites to write for in your target area. Visit each site to check out their guest post guidelines, as well as the type of content they publish. SEO Tip: determine which sites cater to the kind of audience you’re targeting. Because Putnam Marketing is a web design company this website is perfect for us to contribute to. Let’s search for prominent Seacoast Online news websites by searching for, “Dover, NH news.” SEO Tip: Backlinks Matter As you can see in the screenshot above Seacoast Online publishes content related to “Things to Do,” “Food & Drink,” and “Spotlights” in the Sea Coast Area. This site may be a good place to submit a guest post about a local restaurant, attraction, or event. Another way you can earn valuable links from high-authority local sites is through backlinks. Some websites provide backlinking opportunities to local businesses by creating a local resource list, or by highlighting local deals. Let’s do this together: Seacoast Online Local Menu As you can see in the screenshot above, publications like Foster’s Daily Democrat and Seacoast Online are among the top results. If you check out some of these publications, you might be able to find an opportunity to earn links to your site. SEO Tip: there are resources waiting for you to find them. One bite at a time. Let’s check out Foster’s Daily Democrat. If you go through the website’s menu, you’ll find “Local Deals” towards the bottom. This suggests that the website allows local businesses to list their deals and earn links to their sites. Why Should You Shop Local? Google Search Results SEO Tip: Find Relevant, Local Keywords You already know the importance of keywords for search engine optimization. Keywords are crucial for local SEO as well and should be used to enrich and optimize your content. That’s a fancy way of saying; write your content to match what people are searching for. Whether you’re publishing a blog post on your site, rewriting your site content, or submitting a guest post; using the right keywords can help you attract local searchers. Did you Google It? The best keywords are those that are relevant to your business and have high search volumes in your target location. (We use Chrome Extensions Keywords Everywhere and SEO Quake) to cut down on the amount of time it takes to find top keywords). SEO Tip: Add your location keyword to those business-specific keywords and use that combination to optimize your content. This is a little more advanced than we’ve gone, so skip it if it’s confusing. Find keywords through Google Keyword Planner which will help with further SEO setup (we haven’t gotten to it yet, but for the big picture it’s below). Before you use this tool, you will need to set up your AdWords account. Once your account is set up, go to the homepage, and click on “Tools” at the top of the page. Then select the “Keyword Planner,” as shown in the screenshot below. When you get to the Keyword Planner page, select “Search for new keywords using a phrase, website, or category.” Then begin your keyword research using phrases related to your business. As shown in the screenshot below, you will see fields to enter a relevant phrase, your landing page, and your product category. You can also select your target location. This is a quick way to narrow down your end-user for Google. SEO Tip: Write Local Content This is where things get tricky. You can’t just use the keywords over and over, Google’s smart. Get Creative. Now that you have a list of the best keywords to use, it’s time to infuse them into your website content for better local search ranking. It’s not enough to simply use these keywords in your page content. Make the most of them by writing local content posts for your blog. You can compile local “Top 10,” and “Best Of” lists that are related to your industry or niche. Or write useful how-to articles or guides relevant to your industry, and target location. This will help you attract a relevant local audience. SEO Tip: How You Can Get Involved on the Backend Let’s search for keywords related to, “car dealership,” and keep the target location as Dover, NH. This will bring up a long list of potential keywords. The goal is to make a list of keywords with high average monthly searches, and low competition. You can then combine them with your city/location and use them to optimize your content for local search. For example, “car dealer in Dover,” or “Dover car dealer.” We Found Another Example Dover Honda nailed it. Their website has useful car care and maintenance tips for local customers. Their service area includes Maine, New Hampshire, and Boston, as well as the surrounding areas. As you can see in the screenshot below, they provide readers with car buying types, Dover Guide, and What’s Trending, and mentioned their service areas in the blog post. Local “Write for Us” Search Results Cross-Promote on Social Media Platforms This is an absolute no-brainer. According to Statista, the number of worldwide social media users will increase from 2.34 billion in 2016 to 2.51 billion in 2017. With those kinds of numbers, likely, many of your target consumers are already using social media. The Impact of Social Media If you’re not already doing so, it’s time to start promoting your blog posts and guest posts on social media. The basics; are Facebook, Twitter, Instagram, and LinkedIn. Social media can be a great way to engage your followers and drive traffic to your website. Facebook Is About to Become Your Best Friend From someone not really into Facebook (even a little), as an SEO marketing tool, Facebook is at the top of our list. Let’s say you’re a restaurateur, or your business is related to the food industry, and you’re based in Dover, NH. You can write a blog post that lists the best places to get fresh organic ingredients locally. To find relevant groups and pages on Facebook, search for, “Dover, NH food.” You can then sort the search results for “Pages” or “Groups.” For public Facebook groups, all you do is join them. For closed groups, you will have to ask to join or be added by a member. Join Virtual Groups Here is an inside tip for joining groups: When you join a group, spend the first few days to a week engaging, liking posts, responding to posts, thanking them for the warm welcome, and THEN posting. Social media is just like a physical group and there are unspoken tribal group rules that are expected to be respected and acknowledged. How to Contact Page Owners To further engage local audiences, and grow your follower base, join relevant local groups on social media platforms. Share your location-specific content in those groups. You can also reach out to relevant, local Facebook pages for help promoting your content. To contact page owners and admins for Facebook pages, go to their page. You will see an option to “Message” the page. Send them a short, friendly message with a description of your content, and why you think it would be useful or interesting to their fans. Then politely ask them to share it on their page. Similarly, you can also join relevant LinkedIn Groups to promote your content. Just select “Groups” from the drop-down menu in the search bar, as shown in the screenshot below. In the search bar, enter a relevant search term with the location name to specifically target local audiences. To find a LinkedIn group where local business owners network, use search terms like, “Boston, MA Business,” or “Boston entrepreneur.” Participate In, and Write About, Local Events, Activities, Reviews, etc… In the first point, we covered the important role backlinks from local websites play in your local search ranking. And you learned how to build your local link profile through guest posting. If being a participant isn’t your cup of tea, you can also earn links by sponsoring local events, clubs, sports teams, and organizations. Participation in the Local Community boots your local search results Your participation or sponsorship may be considered newsworthy by local publications, which means you could earn more links from local news sites. Not only will getting involved in the community help you improve your local link profile, but it can also help you build your brand’s reputation. According to Search Engine Journal, your real-world prominence can affect your local search rank as well. Participating in a local event isn’t just great for earning backlinks or boosting your reputation. It also allows you to enrich your blog with local content. You can write a post about the event, and your experience or involvement, and publish it on your blog. If possible, include high-quality photos and/or videos from the event in your post to optimize engagement. Now, Optimize Your Content for Local Search How to Optimize Your Content: Use relevant keywords Use Title Correctly Post consistently Local links not only help drive traffic to your site and improve your page authority, but they can also help you build a good brand reputation. We can’t say this enough: Another important SEO Tip is to enrich your website with high-quality local content to attract and engage a local audience. Time and Patience Pay Off Make sure that you optimize all your website content, blog posts, and guest posts with location-specific keywords. With the local SEO tips and strategies above, all that’s left to do is for you to get to work on boosting your local search ranking. Which of these tips will you try out first? Do you have any additional advice for using content marketing for local SEO? Share your thoughts in the comments below. If you have any questions related to local search ranking or the local SEO tips above, feel free to ask them in the comments section, or to reach out to me at: info@putnam.marketing.com. Visit our website for more SEO Tips and Tricks.