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Finding Keywords To Describe The Business

The connection between keywords and marketing messages needs to fit naturally. If they don't fit in easy conversation, don't use them. Erin Everhart believes marketers must establish the company's position before determining how consumers will find it. Get started by answering several questions, which she provides -- such as what type of consumer buys the company's goods and services; or "if your company was a car, how would you describe it?" Read the article here.

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