brandmovers seo and competitor analysis
DESCRIPTION
By Blake WetzelTRANSCRIPT
Brandmovers SEO and Compe1tor Analysis Performed by Tyler Barne0 PR
Background and Overview • Full service promo9ons agency providing promo9onal strategy, legal assistance,
crea9ve, and development and execu9on of digital promo9ons • Provides full service digital engagement to clients across mul9ple pla>orms:
• Mobile, social and web • Also adds a physical element to promo9ons, unlike compe9tors
• Primary promo9ons include sweepstakes and loyalty programs • Four primary client targets:
• House of Brands: Nestle, Johnson & Johnson, Lean Cuisine • Single Brand and Niche Companies: Chiquita, Hasbro • Entertainment Companies: Disney, NBC, FOX • Digital agencies who do not handle/create promo9onal campaigns
• Promo9ons have reached over 200 countries • Loca9ons: Atlanta (HQ), New York, Los Angeles, Mexico City, London, Mumbai
and Delhi Analysis Based on an SEO audit conducted in July 2015, Brandmovers has received limited media and/or editorial coverage. Our aim is to introduce/promote Brandmovers as the premier provider of digital promo9ons, bridging the gap between the digital and the physical world, and secure top-‐9er, na9onal media coverage.
Google Search Results: “Brandmovers”
Analysis: A Google search for “Brandmovers” reveals numerous company reviews, social media pages, and company-‐sponsored ar9cles, but lacks top-‐9er/na9onal editorial coverage. Posi1ve Rank: If prospec9ve clients know to search for “Brandmovers,” they will find informa9on regarding the company and its projects, but not necessarily its innova9on in the field of digital promo9ons.
Coverage Analysis: Insurance Journal
Overview: This informa9onal ar9cle provides an overview of Brandmovers’ “brandsurance,” and describes how the service will operate. Analysis: This ar9cle helps to build Brandmovers’ credibility and shows prospec9ve clients that protec9on is of utmost importance to the company. UMV’s: 199,361. Engagement: 10 Retweets and 9 shares on LinkedIn. Recommenda1ons: TBPR will secure top-‐9er coverage focusing on Brandmovers’ unique approach to digital engagement and promo9ons, which will help further establish credibility and increase SEO ranking.
Coverage Analysis: Bloomberg
Overview: This is an informa9onal profile for Brandmovers, the services it provides and company leadership. Analysis: Having a Bloomberg company profile is important; it helps build a posi9ve SEO rank and maintains company credibility. UMV’s: 7,522,952. Engagement: N/A. Recommenda1ons: While business profiles on Bloomberg’s directory are helpful, TBPR believes editorial coverage for Brandmovers and its clients/projects on various Bloomberg pla>orms (e.g., Bloomberg Businessweek) would be more beneficial.
Coverage Analysis: Patch
Overview: This ar9cle talks about Brandmovers’ previous expansion, specifically in regards to a larger office space and increase in employees. It also addresses the impact that the company’s growth could have on Atlanta’s tech community. Analysis: This ar9cle is generally posi9ve, but is limited in scope as it is Atlanta-‐focused. UMV’s: 3,846,184. Engagement: NA. Recommenda1ons: As the company con9nues to expand throughout north America and overseas, TBPR will secure addi9onal na9onal and interna9onal press via targeted pitching and through the distribu9on of company press releases.
Coverage Analysis: JustFrigginPeachy.com
Overview: In this blog post, a former Brandmovers employee talks about being laid off. “One year ago today, I was laid off. It was swim, it was unexpected and they handled it in the most unprofessional way imaginable….There is something deep inside of me crying out – par9cularly because I saw it happen 9me and 9me again to other people in the same organiza9on.” Analysis: This is a nega9ve post, and it is concerning that it appears on the third page of the “Brandmovers” Google search. UMV’s: N/A. Engagement: No responses, comments or shares. Recommenda1ons: TBPR to dram and distribute press releases, bylined ar9cles, blog posts and will secure na9onal, top-‐9er press to help populate the first three pages of Google Search, effec9vely driving down this post.
Coverage Analysis: Business Because
Overview: Although this ar9cle primarily covers the Manchester Business School MBA, the success of its students and the expansion of Brandmovers to India is posi9ve. Analysis: This piece, which profiles Suva Ghosh and Amogh Kuthiala, highlights the exper9se and caliber of Brandmovers’ employees while calling a0en9on to the company’s overseas expansion, two things poten9al clients would be pleased to see. UVM’s: N/A. Engagement: 111 Facebook likes, 13 Retweets, five email shares via Google and no comments. Recommenda1ons: TBPR will promote posi9ve company news and announcements, similar to this, via press releases and media pitching.
Compe1tor Analysis: HelloWorld
Analysis: Although HelloWorld has numerous blue chip/high profile clients, their inability to create more specialized promo9ons and give clients the same 9me and a0en9on to detail as Brandmovers hinders them. TBPR will capitalize on this unique aspect of the Brandmovers process in media materials/pitching.
Background and Overview • HelloWorld is a digital, social and mobile marke9ng company designed to create
interac9ons, drive consumer demand and accelerate growth for client brands/companies
• Was founded as “ePrize” in 1999 • Covers 80% of the industry • “Administers four 9mes more promo9ons (five years running) than its
compe9tors in the U.S.” • Market themselves as a marke9ng and technology partner • Services: Promo9ons, loyalty programs, mobile messaging and analy9cs • Sample clients include: Coca Cola, Gap, Covergirl, Walgreens and KRAFT • Their big pla>orm approach affords them lots of clients, but in turn leads to a
decrease in specializa9on and focus on individual client needs
Compe1tor Analysis: “HelloWorld” Google Search
Analysis: Coverage of HelloWorld in a Google search was similar to Brandmovers’. It primarily consists of company reviews, social media pages, and sponsored/promoted informa9on. Some search results also include companies and products with the same/similar name; for example: the HelloWorld mobile app (unrelated to the digital promo9ons company).
Compe1tor Coverage Analysis: Campaign
Overview: This ar9cle addresses APN’s partnership with HelloWorld to promote live-‐pricing on digital airport screens. The ar9cle included a quote from APN sta9ng, “We applaud HelloWorld for embracing our medium and execu9ng a clever, well-‐considered campaign.” UVMs: N/A. Engagement: N/A. Analysis: This was posi9ve coverage for the company and showed their mul9faceted services and ability to reach interna9onal audiences.
Compe1tor Coverage Analysis: MediaPost
Overview: This ar9cle explains the logis9cs behind the “Seed Campaign” and iden9fies HelloWorld as the agency behind the promo9on. The “Choose Your #1 Seed Challenge” was a promo9on in which Sco0s Miracle Grow and Lowes paired together to capitalize on March Madness in a way that related to both companies while catching the a0en9on and involving the interest of a diverse audience. Contestants submi0ed their top NCAA ‘seeds’ to Lowes for a chance to win 9ckets to the Final Four. UVMs: 637,808. Engagement: 40 shares. Analysis: This coverage was influen9al, and posi9vely highlighted the prowess of HelloWorld’s promo9onal and crea9ve services.
Compe1tor Analysis: Prizelogic
Background and Overview • Digital “partner” or marke9ng agency using mobile and social pla>orms to build
brands and launch promo9ons • Pride themselves on their insurance policies, indemnifica9ons, back-‐end
technology and security • Create new ideas from scratch for each client • Services include: Sweepstakes, user-‐generated contests, loyalty programs,
custom games, hashtag aggregators and ecommerce • Sample clients include: The NHL, Pepsi, eBay and Subway
Analysis: Their clientele is similar to that of Brandmovers, but their website is slightly easier to navigate, which allows clients to be0er understand the services they offer. Their website also looks professional and highlights their best work and emphasis on security and success.
Compe1tor Analysis: “Prizelogic” Google Search
Analysis: Similar to Brandmovers and HelloWorld, a “Prizelogic” Google search results in company reviews, social media pages and company promoted press releases and links to the Prizelogic website. There is very, very limited editorial or media coverage.
Compe1tor Coverage Analysis: Yelp
Overview: This Yelp review is a complaint from a customer. “By far one of the worst customer service experiences I have encountered.” UVMs: 37,864,508. Engagement: None. Analysis: While there is only one complaint on the Prizelogic Yelp page, this single review is a reminder of how important online reputa9ons are in the digital age. TBPR will be sure to monitor review sites on behalf of Brandmovers.
Compe1tor Coverage Analysis: Cheap Ass Gamer
Overview: This review is a complaint from a winning contestant who claims to have received poor communica9on and service from Prizelogic operators, as well as a delay in prize delivery. UVMs: 627,364. Engagement: This post generated a mul9tude of comments; many disagreed with the unhappy winner. Analysis: Please keep in mind that there is no editorial coverage on Prizelogic, and that these nega9ve company reviews are prominent. TBPR will promote Brandmovers’ track record of excellence by securing top-‐9er media coverage and pos9ng a steady stream of quality content (e.g., op-‐eds, blog posts, etc.).
Compe1tor Coverage Analysis: Bloomberg
Overview: This page is a directory on the Bloomberg site, and provides an overview on Prizelogic, its services and leadership. UVMs: 7,522,952. Engagement: N/A. Analysis: Inclusion on Bloomberg’s directory gives the company credibility; however, it is important to keep in mind that this is not media coverage.
Keyword Search: “Digital Promo1ons”
Analysis: A Google search for “digital promo9ons” turns up a number of various marke9ng and digital promo9ons firms, none of which include Brandmovers. TBPR will work to connect Brandmovers to this search term via press releases distributed on wire services, and through top-‐9er media placements.
Keyword Search: “Digital Promo1ons Agency”
Analysis: A Google search for “digital promo9ons agency” again reveals numerous digital firms, but does not include Brandmovers. Through targeted content development and media placements, TBPR will work to get Brandmovers on the first page of this par9cular search.
Keyword Search: “Social Media Contest Agency”
Analysis: Brandmovers is not included in a Google search for “social media contest agency.” TBPR will work to promote Brandmovers’ social media campaigns, contests, sweepstakes and giveaways, being sure to link to this search term.
Overall Analysis
Amer careful review, which is based on our research and SEO audit, TBPR found that Brandmovers has li0le to no top-‐9er media coverage, press releases distributed via wire services, or blog/bylined content present online. This creates an opportunity for TBPR to “start from the ground up,” and gives us the freedom to curate Brandmovers’ image, build its credibility and strengthen its SEO presence. Our main goal will be to posi9on Brandmovers as the premiere provider of digital promo9ons. We will do this by implemen9ng several key strategies—the TBPR team will: 1) dram and distribute press releases via PR Newswire, highligh9ng company announcements, ini9a9ves, and news-‐worthy projects/campaigns 2) dram and distribute blog posts, bylined ar9cles, op-‐eds and profile pieces, posi9oning CEO Andrew Mitchell as an industry thought leader who will contribute valuable industry insight 3) stay abreast of news cycles/events/trends rela9ng to digital marke9ng/promo9ons, and pitch Brandmovers’ leadership as experts who can offer commentary, and 4) secure top-‐9er, na9onal media placements which will populate the first pages of Google search, drive down nega9ve posts, improve Brandmovers’ SEO ranking and will build trust and credibility with prospec9ve clients and audiences. Our goal is to have Brandmovers rank for search terms like: “digital promo9ons;” “digital promo9ons agency;” and “social media contest agency.” Press materials will emphasize Brandmovers’ unique approach to digital promo9ons and ability to provide superior a0en9on to detail and client service, which can’t be matched by larger compe9tors (e.g., HelloWorld, Prizelogic). TBPR will also be sure to monitor web review sites (e.g., Yelp, Glassdoor etc.) for nega9ve posts. To keep the Brandmovers team apprised of developments, and to monitor the success of our efforts, TBPR will send update reports/analy9cs every two weeks.