How can you use SEM to create a brand narrative across the customer journey?

Your brand narrative should be a blend of authenticity and aspiration, reflecting the unique journey of your brand and how it intersects with the lives of your customers. It's about creating a connection that goes beyond products, touching hearts and minds.

it defines a company's identity, connects emotionally with audiences, builds trust and credibility, engages and captivates, communicates values, differentiates the brand, simplifies complex ideas, fosters customer loyalty, guides decision-making, ensures consistency, drives brand awareness, and remains adaptable and evolving.

And not only with every phase of the brand … you should take the power of emotional narrative and the points that connect with your customer touching emotive and reminds of customer. If you apply neutro marketing combining the 4 phases, with brand, storytelling and some formats like movement in video or mistakes …. ( neuro), then you will have your emotive speech, run it in format and show it!

Mapping your brand narrative to the customer journey involves tailoring your storytelling at different stages of the customer's interaction with your brand. In the awareness stage, focus on introducing your brand's core values and mission to pique interest. As customers move to the consideration stage, offer in-depth content and narratives that provide valuable information and solutions. In the decision stage, emphasize how your brand uniquely fulfills their needs and aligns with their values. For loyal customers, reinforce your brand's narrative through ongoing engagement, loyalty programs, and personalized content.

Start by selecting broad and informative keywords related to your industry or products. Create ad copy that encapsulates your brand's mission, values, and unique selling points, aiming to generate curiosity. Utilize display advertising on platforms like Google Display Network to reach a wider audience with visually engaging content. Consider video ads and YouTube campaigns to introduce your brand through storytelling. Allocate budget for impressions and click-throughs rather than expecting immediate conversions.

Create ad content that provides valuable information, such as product comparisons, reviews, and educational content, to aid users in their decision-making process. Utilize ad extensions to offer additional context about your brand and offerings. Direct traffic to landing pages that provide in-depth information, product details, and clear calls to action. Remarketing can be effective at this stage, re-engaging users who have shown interest in your brand or products.

Optimize your keyword selection to focus on transactional keywords, such as "buy now" or "order online." Craft compelling ad copy with a strong call to action, emphasizing the benefits of choosing your brand. Employ ad extensions to provide additional information and incentives, such as pricing, offers, or product details. Ensure that your landing pages are finely tuned for conversions, with a clear path to purchase, user-friendly forms, and trust signals. Implement conversion tracking and A/B testing to refine and improve your ad campaigns continuously.