Branding and Search: Getting Found vs. Getting Chosen with Ronell Smith
b'\\u201cI always say it\'s not that a brand can\'t be successful. It\'s that they have already self-selected unsuccessful." As a\\xa0Moz Associate, Ronell Smith helps brand builders at organizations big and small overcome obstacles in digital marketing today. He\'s also an advocate for being a generalist when it comes to marketing skills.\\xa0We discussed all of this and more on this week\\u2019s episode of the On Brand podcast.\\nAbout\\xa0Ronell Smith\\nMoz Associate Ronell Smith, a business strategist with more than decade of experience helping businesses online and offline, assists companies looking to create a user experience their customers will recognize, appreciate, and reward them for with their business. His passion is for removing the obstacles keeping individuals and businesses from reaching their full potential, in large part by helping them think strategically about how search, social, and content work together successfully.\\nEpisode Highlights\\n"Search isn\'t about getting found. It\'s about getting chosen."\\xa0This is a big distinction. How does one bridge this critical gap? Through branding at "every touchpoint. They should see #1 and think, \'By God, no one could ever do this better than these guys.\'"\\nSounds simple, right?\\xa0"To use the old quote, \'If it\\xa0was easy\\xa0than everybody\'d be doing it.\'" Truer words were never spoken.\\nSo what is the single biggest obstacle marketers today face?\\xa0\\u201cIt\'s about having the right butts in the right seats. Too often, we focus on product and process. We have to remember\\xa0that it should go people, process, product."\\nIn praise of the marketing generalist.\\xa0Ronell reminded us that we often focus on being a specialist \\u2014 "an inch wide and a mile deep" \\u2014 on a particular subject. "You have to have enough skills to know what\'s what and to know what you can and should do and what you should hire out. In truth it takes a little bit of everything."\\nWhat brand has made Ronell\\xa0smile recently?\\xa0"Does it have to be a search marketing brand?" Of course not! Ronell shared a Twitter ad from Wendy\'s that made him smile.\\nTo learn more,\\xa0you can follow Ronell on Twitter.\\nAs We Wrap \\u2026\\nBefore we go, I want to flip the microphone around to our community \\u2026 Recently Mitch Matthews had me on his Dream, Think, Do podcast, which he shared out again this past week. Thanks Mitch!\\nDid you hear something you liked on this episode or another? Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\n\\n\\nSubscribe to the podcast \\u2013 You can subscribe to the show via iTunes, Stitcher, and RSS.\\n\\n\\nRate and review the show \\u2013 If you like what you\\u2019re hearing, head over to iTunes and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out.\\n\\n\\nRemember \\u2013 On Brand is brought to you by my new book \\u2014 Get Scrappy: Smarter Digital Marketing for Businesses Big and Small.\\xa0Order now at Amazon and check out\\xa0GetScrappyBook.com\\xa0for special offers and extras.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'