Dynamic Marketing Communiqué

FREE brand exposure! How to receive zero-cost online marketing and boost SEO rankings [Every Thursday: FYO!]

February 19, 2020

Casey’s General Store is “perhaps one of the largest retail businesses in the United States that no one has ever heard of.”

– Darren Rebelez, CEO of Casey’s General Stores, Inc.

When we hear about convenience stores, some of the top-of-mind stores we automatically think of are 7-Eleven, Ministop, and FamilyMart.

In an article published by Forbes.com titled, “The CFO of Casey’s—Among The Largest Chains ‘No One Has Ever Heard Of’—To Retire” by Ezequiel Minaya, it was stated that the company’s CFO since 2004, William Walljasper, will retire soon.

The article also talked about how Casey’s is one of the biggest players in the convenience store sector. It explained how great the company is doing, as shown in their financial statements.

There were a lot of interesting things discussed in the article, and what caught our attention next was when they quoted our Director of Research, Robert Spivey.

Regarding Walljasper’s 16-year tenure as CFO and the company’s profitability, he said:

“Even during the midst of the Great Recession, the firm was able to expand returns. But clearly CFO Walljasper’s communication with the market was effective, as the stock kept rising even as the company’s real returns declined. But considering returns have been declining at the business for the last three years, perhaps a new direction was appropriate.”

This quote on the Forbes.com article really helped our firm in terms of marketing and promoting our brand online. Even if it was a brief mention of our company, a well-known site such as Forbes quoting our Director of Research and using the company as a source, showed how credible and reliable we are with our content.

Why is this so significant?

We received free marketing, we were seen as a credible and reliable source, and our brand has reached more people in the process.

This is all thanks to the BRAND MENTION in the article.

High-quality content was published and the authors chose reliable sources, all found in one credible website.

When your brand is mentioned in all sorts of online sources, you know that you’re doing great because you’ve been given good exposure.

Brand mentions can be done in almost any form. It can be review platforms, forums, blogs, news sites, and many more.

Other than readers doing manual online searches about your brand or company, you may also utilize these types of channels by having the authors include your website’s link.

That means increasing your website’s traffic, increasing conversion rates, and also improving your SEO ranking.

The more your brand or business is mentioned online, the easier it is for people to find it.

According to TheNextScoop.com, brand mentions are also amazingly important for inbound marketing because:

  1. It creates brand awareness and visibility.
  2. It gives your brand a personality.
  3. It fortifies your brand’s reputation.
  4. You receive new opportunities for your link campaign.

Are you ready to take your business or brand to the next level with the aid of online BRAND MENTIONS?

This is one of the many tactics of FYO, Find You Optimization. It provides us a great example of how we need to think beyond SEO and into FYO.

Utilize brand mentions to boost your SEO rankings and increase your online exposure.

Consider this as another tool to help you with promotions and see how it positively affects your business growth!

About The Dynamic Marketing Communiqué’s
Thursdays: FYO! Find You Optimization

Why should you stop thinking SEO and start thinking FYO?

We’re not saying that you should abandon Search Engine Optimization (SEO).

Don’t get us wrong, we know for a fact that this is something very important, especially in today’s digital marketing age.

The internet landscape is vast, and a world of its own. You would really need to distinguish yourself and make your brand/company/website known and easily searchable.

Better yet, at the top of page one for Top Results on Google or any other search engine.

SEO is important but relying on SEO alone in getting your brand “out there” doesn’t leave enough room for creativity.

How can we look at this from a different and better perspective?

Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?

FYO! Find You Optimization!

You need your target audience to FIND YOU—your brand, product, service, or offering. This is SEO plus other tools that increase visibility online (and offline).

Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.

Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym).

Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.

Hope you’ve found this week’s insights interesting and helpful.

Stay tuned for next Thursday’s FYO!


Kyle Yu and Joel Litman
Head of Marketing & President and CEO
Valens Dynamic Marketing Capabilities
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This content is used with permission from The I Institute and The Business Builder Daily.

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