BEO: A New Way of Doing SEO
Posted: Tue Dec 03, 2024 5:26 am
Advertising, in fact, works mainly by building and refreshing the so-called “memory bonds” between the person and the brand.
The right search engine as mentioned is the one in your head.
This is why the real focus for marketers should be brain engine optimization (BEO).
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BEO is an English acronym that stands for Brain Engine Optimization , literally translated as “ optimization of the brain engine ”.
Today, marketers invest billions of dollars in search new zealand whatsapp number data 5 million engine optimization, we want our brands to easily come to mind when shoppers enter the market.
We have the right goal, but we are optimizing for the wrong search engine.
BEO is not that different from SEO.
The goal is still to connect your brand with a keyword, but in this case we are talking about a mental keyword also called a “category entry point” (CEP) .
What are CEPs?
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CEPs are the cues that shoppers use to access their memories when faced with a purchasing situation and can include any internal (e.g., motivations, emotions) and external (e.g., location, time of day) cues that influence any purchasing situation.
Understanding CEPs helps you build useful associations between your brand and key category purchase situations.
Why are CEPs so important?
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“the brand that is remembered is the brand that is purchased”
When entering a purchase situation, a category shopper first draws on existing memories to identify potential brands for purchase.
These memory-generated brands are the starting point for the purchasing process .
Other sources and search engines (e.g. Google, colleagues) are usually consulted only if the options generated by memory are insufficient.
And even when consultation does occur, shoppers still show a bias for brands they already know.
For a brand to be easily recoverable when any CEP is activated is an important competitive advantage, through brand recall you can increase customer acquisition and loyalty .
In very simple terms, the purpose of CEPs is to increase the number of purchase occasions in which your brand/service comes into the minds of consumers (mental availability) .
Mental availability is more than just mental awareness.
Category entry points (CEPs) are the building blocks of mental readiness: they capture the thoughts category shoppers have as they transition to purchasing a category.
How can BEO be optimized?
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Marketers can use market research to optimize brain search.
Brain motor optimization is a four-step process.
Step 1: Identify relevant CEPs for your category
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The first step in building a winning B2B marketing strategy is to identify the category entry points into the industry and prioritize those entry points that relate to the brand, company, or portfolio.
Start by surveying buyers to understand the signals that trigger a buying situation. In B2B, you want to understand both the business needs and the professional needs of the buyer.
Start asking yourself:
Questions to Ask Yourself to Identify Category Entry Points
A prime example of the importance of understanding and identifying “category entry points” can be found at the following link .
The example in question deals with the topic of alcohol consumption during and after the pandemic.
Phase 2: Prioritize the right CEPs for your brand
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Choosing category entry points requires a process of elimination, where we can draw on three forces that we call the three Cs.
The first C, credibility , means removing the least viable category entry points based on the brand's historical and current product portfolio.
Next, competitiveness concerns the influence of competitors, their historical marketing activities and product range.
The idea is to eliminate messy purchasing situations with many competitors advertising the same message.
Finally, commonality captures the sales influence from each customer entry point. Some purchase situations are less valuable because they are less relevant and/or generate less revenue.
The right search engine as mentioned is the one in your head.
This is why the real focus for marketers should be brain engine optimization (BEO).
[ back to index ]
BEO is an English acronym that stands for Brain Engine Optimization , literally translated as “ optimization of the brain engine ”.
Today, marketers invest billions of dollars in search new zealand whatsapp number data 5 million engine optimization, we want our brands to easily come to mind when shoppers enter the market.
We have the right goal, but we are optimizing for the wrong search engine.
BEO is not that different from SEO.
The goal is still to connect your brand with a keyword, but in this case we are talking about a mental keyword also called a “category entry point” (CEP) .
What are CEPs?
[ back to index ]
CEPs are the cues that shoppers use to access their memories when faced with a purchasing situation and can include any internal (e.g., motivations, emotions) and external (e.g., location, time of day) cues that influence any purchasing situation.
Understanding CEPs helps you build useful associations between your brand and key category purchase situations.
Why are CEPs so important?
[ back to index ]
“the brand that is remembered is the brand that is purchased”
When entering a purchase situation, a category shopper first draws on existing memories to identify potential brands for purchase.
These memory-generated brands are the starting point for the purchasing process .
Other sources and search engines (e.g. Google, colleagues) are usually consulted only if the options generated by memory are insufficient.
And even when consultation does occur, shoppers still show a bias for brands they already know.
For a brand to be easily recoverable when any CEP is activated is an important competitive advantage, through brand recall you can increase customer acquisition and loyalty .
In very simple terms, the purpose of CEPs is to increase the number of purchase occasions in which your brand/service comes into the minds of consumers (mental availability) .
Mental availability is more than just mental awareness.
Category entry points (CEPs) are the building blocks of mental readiness: they capture the thoughts category shoppers have as they transition to purchasing a category.
How can BEO be optimized?
[ back to index ]
Marketers can use market research to optimize brain search.
Brain motor optimization is a four-step process.
Step 1: Identify relevant CEPs for your category
[ back to index ]
The first step in building a winning B2B marketing strategy is to identify the category entry points into the industry and prioritize those entry points that relate to the brand, company, or portfolio.
Start by surveying buyers to understand the signals that trigger a buying situation. In B2B, you want to understand both the business needs and the professional needs of the buyer.
Start asking yourself:
Questions to Ask Yourself to Identify Category Entry Points
A prime example of the importance of understanding and identifying “category entry points” can be found at the following link .
The example in question deals with the topic of alcohol consumption during and after the pandemic.
Phase 2: Prioritize the right CEPs for your brand
[ back to index ]
Choosing category entry points requires a process of elimination, where we can draw on three forces that we call the three Cs.
The first C, credibility , means removing the least viable category entry points based on the brand's historical and current product portfolio.
Next, competitiveness concerns the influence of competitors, their historical marketing activities and product range.
The idea is to eliminate messy purchasing situations with many competitors advertising the same message.
Finally, commonality captures the sales influence from each customer entry point. Some purchase situations are less valuable because they are less relevant and/or generate less revenue.