Brawn Media Blog

What Is More Important to Your Customers: Morals or Competence?

Wednesday, July 12, 2017

In the age of digital, the masses are taking their opinions and experiences to the internet. The good, the bad, and the ugly experiences are shared on review websites and as Facebook posts so that others can learn from their experience. So, what do people care about more from your brand: morals or competence? Or is it a combination of both?


Studies have been done that argue for both sides. A study conducted by members of Georgetown University's McDonough School of Business and the University of Maryland's Robert H. Smith School of Business published on AMA shows that competence is more important than morals. The study explains: “First, we find that online reviews of service providers overwhelmingly focus on competence and less so on either morality or warmth, suggesting that competence concerns dominate morality when choosing service providers. Our lab studies reinforce this finding; a competent, less moral service provider was preferred to a moral, less competent provider.” The study goes on to show that 88% of the positive online reviews examined mentioned competency (reliable, knowledgeable, etc.), whereas 56% of the positive online reviews mentioned moral attributes.


Members of Chicago Booth Review state that morals are more important than competency. Postdoctoral researcher Justin F. Landy states that “morality predicts the nature of another person’s goals, whereas competence and sociability both predict the likelihood that a person will accomplish their goals.” The thought behind their statement and research is that companies should put more of an emphasis on morality as opposed to competency.


Perhaps it’s a balancing act between the two traits. Being a competent team member shouldn’t automatically mean your moral compass is broken. If your company is receiving reviews that say your team is great (competent but no morals, or all morals but not competent) then it may be time to address internal issues and move forward. Clearing this up will help bring customers back again in the future but also bring in new customers.

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How to Properly Use Hashtags to Benefit Your Company

Thursday, July 06, 2017

Hashtags, if used properly, can be an effective advertising method. If you don’t know what a hashtag is, that’s ok. To put it simply, it starts with # followed by letters, a word or words, like #winning #summerliving. When used correctly, you can join an ongoing conversation or trending topic. You are also able create an event, campaign or brand awareness.


It’s easy to get caught up while using hashtags and create confusion more than anything else for those who are reading your posts. Keep the hashtag short and concise. If you turn an entire sentence into a hashtag, it becomes sloppy, difficult to read and the chance of someone searching for that exact hashtag becomes very slim. For example a post can go from: “Stay cool this #summer2017 with one of our designer ceiling fans!” to #Staycoolthissummer2017withoneofourdesignerceilingfans. As you can see, the first example is much easier to read and understand. By turning “summer 2017” to “#summer2017” you then join the conversation, giving readers the chance to view your post.


Another important aspect to understanding hashtags is knowing what the hashtag means and if it relates to something specific. The last thing you would want is to use a hashtag as it applies to your post if it has a completely different meaning. This is especially true if the hashtag is associated with a campaign, movement or news event. Instead, create a hashtag or series of hashtags that will create brand awareness and draw attention in a positive way. Creating one that is unique to you and your brand will also help with consistency and brand awareness for your consumers and potential customers.


Have fun with them while making sure they are relevant. If you’re going to a tradeshow and want people to find you, this is a useful method especially if the tradeshow has one associated with it that you can use. You can apply this method to your non-digital advertising efforts as well. Using the same hashtag(s) on flyers, inserts or mailers, allows people to see your hashtag and then search for it when they’re able.


A basic understanding of the social platform you’re posting on is imperative as well. A hashtag on Twitter ties your post into a conversation of other posts from other users with the same hashtag. This allows users to interact with you or retweet what you wrote. If you’re posting on Facebook, you will need to change the settings of the post to “Public” so that your post will show up in the conversation and stream of search results. Similarly with Instagram, if the account is public anyone who does a search will find your post. While posting with Instagram, it will suggest popular hashtags for you to consider using once you type the # symbol.


Hashtags can be a fun, effective branding and advertising method that your team should begin toying with and eventually master. It can be a lot to take on; this is something our team understands. We’re here to help! When you’re ready to talk, contact us!

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What Google AMP Pages Could Mean for Your Brand

Thursday, June 29, 2017


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The Difference Between Compounding and Decaying Blog Posts and What They Mean for You

Monday, June 19, 2017

The words ‘compound blog’ and ‘decaying blog’ sound intimidating and may cause confusion for the masses. Simply put, a compound blog is like a fine wine: it lasts, and may also get better with age. A decaying blog should be thought of as a steak dinner; great at that moment, but the leftovers will not be appealing in a month. These terms, in addition to your content, need to be kept in mind while writing blogs for your website.


We all know a catchy title plays a big part in drawing in readers. Although we shouldn’t judge a book by its cover, we typically do. Compound post titles usually include the words “How”, “Why”, “What” or “Best.” Why? This is typically how search terms begin when people are looking for a solution, help or an answer. “How do I…” or “What happens when…” are typical search terms leading the searcher to results that best match their query. Compound blogs typically have 6-13 words in the title and include words that are typically used in a search query.


A compound blog has a great topic and typically hits a broad audience. It’s a blog that a wide range of people can relate to, helps readers make a decision, solve a problem, or learn something new. When a post is of this nature, it has lasting power. It is more difficult for its relevancy to waver, as opposed to a decaying blog which can lose its timeliness in a matter of a few weeks. Narrow or niche topics have their own place within the compound world, but this will depend on your brand and your target audience. This can be tricky to master--do you or your team know how to continuously hit your target audience with these niche articles? Niche articles are typically something that can be referred back to time and time again; new readers will discover the article down the road, and the content still helps solve what they were searching for.


Structure and length also have a big role in the preservation of your article. When and where is your audience reading? If it is while they are taking a quick break at work, then they will want something they can skim through and still walk away having grasped and understanding of the topic. Even if they are reading the entire piece, readers should typically be able to finish in about 10 minutes. This also coincides with the need for it to be user friendly. If the article is clunky or wordy, your reader may walk away before the end.


While these tips are useful and effective, they are not an instant cure or guarantee for leads and continued growth. Creating content frequently that contains relevant information and common SEO practices encourages readers to interact with your post and your company. Which also means making sure it coincides with your current marketing plan and strategy. This, in turn, means you need a team who knows what to post, and when, to help ensure your longevity and relevancy.


If you found this interesting and want to learn more contact us today!

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Increase Brand Awareness with Display Advertising

Thursday, May 25, 2017

Increasing brand awareness is an important strategy for building your business, but how do you reach potential customers? One way to raise awareness is through a display advertising campaign. Display campaigns allow businesses to reach new people as they browse the internet or use mobile sites and apps.


Though many channels provide the opportunity to increase brand awareness, display allows businesses to target people who are more likely to be potential customers. In a display campaign, a business can reach new people through:


●Contextual Targeting: This allows businesses to target relevant keywords and topics that potential customers may be searching or reading about online. For example, a mattress store may target people who have been searching for mattress sales or reading about bedroom furniture designs.


●Placement Targeting: Through placement targeting, businesses can select a specific website to run on. For example, a local business may want their ad to appear on a local news site. They can also select multiple websites for their ad to run on!


●Affinity Targeting: This enables businesses to reach people based on their interests. For example, a toy retailer may see strong results by targeting the “Family-Focused” affinity audience.


●In-Market Targeting: By utilizing in-market targeting, businesses can reach people who have demonstrated online web behavior indicating that they are in-market for a particular item or service. For example, a car dealership would likely be interested in reaching users in-market for a particular brand or type of vehicle.


●Demographic Targeting: Through demographic targeting, businesses can reach people of a specific gender, age range or parental status that may be more relevant to their company. For example, a children’s clothing store may be interested in exclusively targeting parents.


●Remarketing: Remarketing allows businesses to reach people who have previously visited their sites. This method helps businesses serve ads to people who have already shown an interest in their product or services. Remarketing campaigns keep a business top of mind for when a person is ready to make a purchase or receive a service.


Another advantage of a display campaign is that display advertisements can use a strong call-to-action and encourage a potential customer to do something. For example, an advertisement can encourage a person to download an app or visit a website. People can be driven to a relevant link such as a landing page with a contact form encouraging them to request more information regarding your product or services.


All of these targeting methods enable businesses to increase the brand awareness of relevant audiences. By reaching these relevant people, businesses can get new customers to purchase their product or take advantage of their service.

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Coming Soon: Google Job Search

Monday, May 22, 2017

The internet giant has focused their attention on a crucial area of our lives: searching for a job. Google has set its sights on matching candidates with the best available job, putting the right job in front of the right candidate at the optimum time. With platforms such as Indeed, Monster and now Facebook it’s only logical that Google is working to make job searches even easier.


With the new search function well underway, Google for Jobs collects and organizes job postings from across the internet, making it easier for searchers to find the right job for them. Since Google will be collecting data from across the internet, Google for Jobs will hold a variety of results for users to browse. Google for Jobs will also give the searcher the ability to refine the results based on wage level, industry, category, and location, part-time or full-time positions. The ability to search by public transportation accessibility will also be a possibility.


At Google’s developer conference I/O earlier in the month of May Google CEO Sundar Pichai gave an inside look at Google for Jobs while stating “46% of U.S. employers say they face talent shortages and have issues filling open job positions.”


To further advance the job results, Google takes into consideration words, or terms, that are used for job searches. For example, a search for “assistant” could mean “assistant manager”, “project assistant” or “administrative assistant”, depending on how the employer writes the description. Google will be able to categorize and list these together when someone searches for “assistant” jobs.


So what does this mean for businesses? In the coming weeks, as US searchers begin their queries, matching jobs will be provided to the user. Meaning, if you have jobs listed on platforms such as Facebook, LinkedIn, Glassdoor or Careerbuilder, searchers will have an easier time finding the listing and your company. Once they’ve found a position of interest, they will be able to apply with Google for Jobs’ clear call to action “Apply”; the user will then be directed to complete the application process.


We’re excited about Google’s latest search feature and can’t wait to see it in action! If you’re not listing job openings online, you need to. To hear how we do it, and what we can do for you, contact us today!


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Understanding Inbound Marketing in a Sea of Marketing Trends

Friday, May 19, 2017

Creating valuable content not only increases your value with search engines, but, it will also help your business attract the attention of consumers. Which, as we know, is a key step in gaining new clients. Attracting their attention is imperative, it creates the first thought in their mind which then moves them into the buying stage. Most often, the content being viewed is helpful and relevant, not disruptive.  ...

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Thursday, May 11, 2017


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The Importance of Optimizing Blog Content for Your Business

Wednesday, May 03, 2017

You already know how important SEO is for your business, but did you know that your company blog plays an integral role, as well?


Why Should I Have a Blog for my Business?


Having a blog for your business may seem silly to some, but it actually carries several benefits. There are several things you can do with your blog, such as:
- Share news related to your company and/or industry
- Highlight products, features, and services of your business
- Become an "authoritative voice" in your industry


The last of these points may be the most important. There are numerous blogs out there, and if you want yours to stand out, you need to draw people back to your blog time and time again. The goal is for people to seek out your content when they are looking for information on a certain topic. When they are doing this, you can rest assured that you've succeeded in becoming an authoritative voice in your field.


How Do I Become An Authoritative Voice?


Glad you asked! Becoming an authoritative voice may seem like an impossible task, but all it really takes is a little bit of patience and dedication. To become an authoritative voice, you'll need to:


Post Frequently: Don't go overboard, but keep your voice active. We recommend never going a month without a blog post. If you have enough material to publish weekly, that's even better!


Don't Be Afraid to Get Personal: You don't need to get into personal matters, but showing a little bit of personality is the key. You want your blog to engage readers as if you were having a conversation with them.


Be Consistent: Stick to your brand. It's important that your content has the same tone and language between posts.


How to Incorporate Social Media


Once you have your blog content, it's important to include it into your social media strategy. The easiest way to start this process is by simply sharing your posts on your social media accounts. From here, there are a number of options which can help you build your authoritative voice and boost sales, including:
- Interacting with other users in your industry
- Posting about and sharing content that relates to your industry
- Advertising your blog on your Facebook page


Ready to get started? We're here to help!

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