Thoughts about objectives and steps to create a brand site
Objectives and steps to create a brand site
1. Brand recognition experiences
Users who do not (or do not know) to purchase for a particular brand may search for product categories. By bringing these users into contact with the brand site, you can make the brand recognition. KPI = Search inflows from keywords not including the brand name
Google Search Console, Analytics
Plugin: Pubsubhubhub, Yoast, PWA, AMP
Acquiring new prospects (Awareness LEAD MARKETING)
2. Experience understanding the benefits of the brand
Example: https: //www.danone.com/ It's amazing content! ! We use fixed pages to convey that we are a company that delivers health through food.
TNC "I'd like to support a fun outing through a beautiful design and an excellent function bag"
Introduction page adopting high-quality cloth
Page of reasons for choosing a unique design (Japanese pattern)
Movie page to introduce how to know when going out
Acquire repeaters, fans, fixed customers
3. Experience getting trusted by the brand
Even if you feel the appropriateness of the benefits provided by the brand, for those users who do not trust the brand, you need to contact the information that worries about the reasons why you do not want to buy it.
Example: fancl https://www.fancl.co.jp/healthy/reviews/5880a
Have a customer review created
Improve product purchase opportunities
4. Experience feeling the superiority of the brand
Because there is no recognition or certification from third party agencies, we obtain evidence from user voting etc.
, Or differentiate by technology.
Movie page introducing high-quality technology than other companies
Memories in my factory. Nostalgic. . .
Making animation of handmade manufacturing process by craftworkers in Japan
Improve opportunities to have products selected more than rival companies,
5. Shared brand benefits, realizable campaign
You can improve royalty. Effectively posting a benefit experience in comments, pictures, etc.
Product photo contest campaign
Picnic Sandwich recipe collection when going out
Factory of repeat rate by improving intimacy (royalty) from customers to shops and other customers.