How can you use SEM for brand positioning in highly regulated industries?

2 Choose the right keywords

The next step to using SEM for brand positioning in highly regulated industries is to select the keywords that best represent your brand and your value proposition. You want to choose keywords that are relevant, specific, and competitive, but also compliant and appropriate for your industry. You should avoid keywords that are too broad, vague, or misleading, as they may attract unwanted traffic, lower your quality score, and expose you to legal risks. You should also avoid keywords that are too sensitive, controversial, or restricted, as they may violate the policies and terms of service of the search engines and the platforms you use for your SEM campaigns. You should research your keywords carefully and use tools like Google Keyword Planner, Google Trends, and SEMrush to find the best opportunities for your brand.

3 Craft compelling ads

The third step to using SEM for brand positioning in highly regulated industries is to create ads that are clear, concise, and convincing, but also respectful, responsible, and accurate. You want to use your ads to highlight your brand's unique selling points, benefits, and solutions, but also to demonstrate your credibility, authority, and trustworthiness. You should use clear and direct language that communicates your value proposition and your call to action, but also avoids exaggeration, hype, or false promises. You should also use relevant and appealing images, videos, or graphics that support your message and capture attention, but also respect the intellectual property, privacy, and dignity of others. You should test and optimize your ads regularly and monitor their performance and feedback.

4 Optimize your landing pages

The fourth step to using SEM for brand positioning in highly regulated industries is to optimize your landing pages for conversion and compliance. You want to use your landing pages to reinforce your brand identity, deliver your offer, and persuade your visitors to take action, but also to provide them with the necessary information, disclosures, and disclaimers that they need to make informed decisions. You should use consistent and coherent design, layout, and copy that match your ads and your brand voice, but also follow the best practices and standards for usability, accessibility, and security. You should also use clear and prominent buttons, forms, or links that encourage your visitors to sign up, download, contact, or buy, but also respect their consent, preferences, and rights. You should track and measure your landing page performance and conversions and improve them accordingly.

5 Build relationships and reputation

The fifth step to using SEM for brand positioning in highly regulated industries is to build long-term relationships and reputation with your customers and prospects. You want to use your SEM campaigns to generate leads, sales, and revenue, but also to foster loyalty, advocacy, and referrals. You should use email marketing, social media marketing, content marketing, and other channels to communicate with your customers and prospects regularly and provide them with valuable information, education, and support. You should also use online reviews, ratings, testimonials, and endorsements to showcase your customer satisfaction, success stories, and social proof. You should also use online reputation management tools and strategies to monitor, respond to, and resolve any issues, complaints, or feedback that may affect your brand image and trust.

6 Stay updated and ethical

The sixth and final step to using SEM for brand positioning in highly regulated industries is to stay updated and ethical in your online marketing practices. You want to use your SEM campaigns to stay ahead of the competition and the market trends, but also to adhere to the changing rules and regulations that govern your industry and your online advertising. You should keep yourself informed and educated about the latest developments, updates, and best practices in SEM and your industry. You should also review and audit your SEM campaigns regularly and ensure that they are compliant and consistent with your brand values, mission, and vision. You should also act with honesty, integrity, and professionalism in your online marketing activities and respect the interests, needs, and expectations of your customers, prospects, and stakeholders.