Brian J Wallace Brian J Wallace

Brian started with The AD Leaf in January 2021. Brian and his team work with businesses and organizations to identify their marketing needs and goals, and consultant them on strategies and tactics to execute and achieve those needs and goals. He received his Advertising and Business degrees from the University of Florida. Brian has spent the last 20+ years in the media and digital marketing field working with local, regional and national clients of all sizes, from restaurants, auto dealerships, home service businesses to jet makers! He is a data-driven and analytical digital marketing enthusiast with a proven track record for developing, executing and optimizing marketing solutions that increase sales and drive market share. He currently sits on two non-profit boards, AAF Space Coast and Trinity Fitness Space Coast. Brian is a native of Long Island NY and has also lived in Southern California and North Virginia. He now enjoys living in sunny, warm Florida with his wife and two daughters.

Different Kinds Of Content Marketing

Posted on | by Brian J Wallace
Content Writing, Marketing

Content Marketing is something that at first seems simple. You create content for marketing purposes so obviously it’s something only see in commercials, emails, and in those banners on websites. However, content marketing can exist well beyond those realms. There are multiple areas of content marketing that are going unexplored.

If you look hard you can see content marketing in so many different planes of the current world that it’s honestly staggering. So many ways to sell yourself, your business, and do so in a creative and interesting way. The days of just sticking a billboard on the interstate and hoping someone notices it are gone. This is a virtual age.

In this virtual age there are so many more opportunities for content marketing. Opportunities that not enough businesses are taking advantage of. If you can understand where these business opportunities are and where you can grow then there is no limit to your content marketing potential.

Podcasts

One of the quickest growing platforms, podcasts are becoming more popular every day with millions of listeners opting to listen to them while they exercise, drive, or perform chores over music. These podcasts can range from political, comical, or dive into a whole different realm like sports and video games. Podcasts are an untapped market for content marketing and one that a few smart businesses are beginning to take advantage of.

Content marketing in podcasts can exist in multiple planes. There’s the classic radio style ad that some companies choose to go with and on some podcasts it works. If the listening demographic of that podcast leans on the older side then they’ll be more willing to sit through a traditional radio style advertisement on their podcast than someone younger. A younger person is more likely to seek out the fast forward button.

Which is where a very podcast specific kind of content marketing comes in. Many companies have realized that younger listeners, especially younger ones, don’t want to listen to traditional commercials, but what they will listen to are the podcast hosts sell them a product. This is particularly useful when the podcast itself is very personality driven.

The best content marketing in podcasts usually gives the hosts a general script to follow. They can either read it the entire way through or they can ad-lib sections to help create more interest in their podcasts. These ads usually last 32-38 seconds long. Why the weird number? Because most podcast apps let you skip ahead 15-30 seconds at a time.

Good content marketing sees the untapped potential of podcasts and can create content for them. With over half of the United States listening to at least one podcast in the last year you can bet that they’re here to stay.

Webpages

Who doesn’t take advantage of webpage based content marketing? You would be shocked. Having a well built website with plenty of content on it can change your website from an okay one to a brilliant one in the span of months. Too many places focus on their homepage, and while important, the web pages spread throughout your website can bring it just as much value. They can stand alone and bring in their own individual traffic. These individual numbers can help bring up the rest of the site as a whole. Not to mention good content on one page will help push someone to keep reading on other pages.

Strong webpage content marketing will tell users what they can and can’t get from a service. These webpages are designed to draw the consumer in and keep them there. Once they’re around the webpage then needs to sell them on the service that is being provided. Not enough webpages put value in this and instead opt for quick explanations that, while valuable in their own right, don’t get the job done.

If someone is looking at an individual web page and sees only a paragraph of information there’s a strong chance that paragraph is missing vital info that the user can use. Not to mention it doesn’t do well in the analytics of SEO. Content marketing is about creating great and valuable content while also appeasing to SEO analytics. It can be a tightrope walk, but the best content marketers can do it perfectly.

Social Media

Most businesses have a social media page, but the amount of effort that goes into them is nowhere near enough to meet their competitors. Content marketing in social media is a skill in itself that involves following trends, being smart about those trends, and knowing your audience. Sadly, many companies with a social media presence don’t understand how to do this.

Content marketing in social media is usually a shorter form of writing. If you’re on Facebook, Twitter, or Instagram you don’t want to read a post that’s 1000 words, because more often than not you’re on your phone. Even if you aren’t you probably aren’t looking for long form writing on those platforms. That’s why staying short, sweet, and to the point is important in social media content marketing.

Not to mention that content marketing on a social media platform is a dangerous game. Many social media posts want to go viral with funny jokes, memes, or videos, but one misstep and you’re going viral for all the wrong reasons. Posting something cute and adorable is fine, but make sure it always has good taste. Poor taste in a social media is the biggest and most easily avoidable mistake. If you have to think about it then it’s probably not worth doing.

Great content marketers understand all platforms. Even if they’re currently not working in one area they still understand this and do their best for the possibility of one day needing to work in that kind of content marketing field. Content marketing is a constantly changing world and you have to be ready to adapt with what the future holds. One day social media, webpages, and podcasts might be obsolete as something else takes their place. You always need to be ready for change.

At The AD Leaf ® we understand more than anyone how much the landscape of the industry can change. If you want to speak with a team of experts that can help you understand that landscape then why not try contacting us via our phone number, 321.255.0900, or set up a consultation at TheAdLeaf.com, or you can email us to info@theadleaf.com. We look forward to hearing from you soon!

Promoting Positive Customer Reviews on Social Media for Your Businesses

Posted on | by Brian J Wallace
Marketing, Social Media

Every business owner knows how valuable positive customer reviews are. Customer reviews have become one of the number one ways that drive new customers to businesses. All it takes to find reviews is a quick google search, and a lack of positive reviews can just as easily take potential customers away. But getting past customers to post customer reviews or give positive feedback of any kind often feels like pulling teeth so what can you do to drive your customers to give your business positive feedback. Research has shown that one of the best ways to get positive feedback and reviews for your business is through social media. Here are some ways you can drive your customers to give you good reviews on social media platforms so you can drive new customers right to your business’s door.

  • Encourage user-generated content 

User-generated content on social media means that your customers will be posting their experience at your business on social media. Most people like to put their best foot forward on social media so it is not uncommon for customers to post a positive experience at a business on social media. Encourage your customers to take pictures of your business, of themselves at your business, or of the services your business provides. You can even ask to take the pictures yourself. Customers will usually oblige, and may even ask that you share the photo with them if they are in it. The more content you can get a hold of, the better the chance of them sharing their experience online, and the more content you will have for your own social media posts.

  • Post Interactive Stories

Stories have become more and more popular in recent years. Almost all popular social media platforms now have the option to add stories, but the best thing about stories for businesses is that they can be easily interactive. Stories have options that allow your customers to directly ask you questions, take polls, rate what they like and what they don’t like, and so on. The possibilities are endless, and it often takes less than a few minutes for a customer to give their feedback. Just like customers prefer speed when coming to your business, they also prefer speed when it comes to giving feedback. Stories are the perfect way to do this, and you can post them whenever and however you want. 

  • Post about your customer reviews and your customers’ experiences

If you see a great review online why would you want to keep that to yourself? Your customers want to be heard, and posting their experience can be a perfect way to make sure that happens. A great way to share your customer reviews is by creating a graphic template where you can easily copy and paste your favorite reviews to be shared on your social media or website. You can also repost photos that your customers took at your business or photos that your customers took of your business’s product or services to show your appreciation. Tagging your customers can show appreciation as well. Social media users often want to gain a larger following and more exposure. By sharing their content, you are showing them that you value their social media posts which can be a great ego boost for many people. Be sure to request permission before posting a photo that isn’t yours and before tagging a profile to make sure the customer is ok with it. 

  • Try to leverage video testimonials

A great and unique way to promote your business while also getting positive reviews is by asking for video testimonials. Video testimonials are when customers make a video letting people know how much they love a business service or product. This is something that you may want to ask a friend who has been a customer in the past to do because it takes a little bit more time, and not everyone enjoys being shared on video on social media. But regular customers who have told you how much they love your business in the past are also an option. Regular customers and friends have probably established a close enough connection with you and your business to where they would feel comfortable doing this. You could even ask to record the video yourself. Make sure you let them know that if they don’t like the video you won’t post it. Videos like this often see a large increase in business and social media engagement.

  •  Create weekly customer features

Weekly customer features can show your brand’s appreciation for your customers and can create more customer engagement. Using customer content, tweeting about customers you appreciate, promoting reviews, and sharing positive customer experiences are all ways you can feature your customers on your social media platforms to promote more customer engagement and feedback. If your customers are expecting their experience to be shared because you share customer experiences on a regular basis, they may be more inclined to share their experience in hopes of getting a shoutout. This will increase your business’s feedback and once you share a customer experience, there is a chance that they will reshare your post because it includes them in it which will increase engagement. The more you reach out to your customers and show your appreciation, the bigger the chance of them showing appreciation back. 

  •  Create a rewards program to incentivize reviews 

Sometimes simply asking for reviews isn’t enough. Customers often need an incentive to give reviews, and while social media exposure and recognition is enough for some customers, others may not feel the same way. Creating a rewards program to encourage your customers may just be the extra push that your customers need. Offer a complimentary product or service from your business or some other type of reward system that motivates your customers to leave reviews online. The most successful reviews are ones that are authentic and relatable so this is one of the best ways to create growth online and in your business. 

At The AD Leaf ® Marketing Firm, we know how difficult it can be to get the engagement you are looking for when it comes to your business, especially online, but that is why we do what we do. We are the experts in our field, and we have the research and knowledge you need to make sure your business continues to progress in an everchanging online world. If you’re running a business, the last thing you want to be worrying about is how many followers you have on social media, but your social media following still plays a huge part in the business world today. Let us help guide you through so you can worry about what’s really important to you. Call us today at (321) 255-0900 for more information or email us at info@theadleaf.com

seo strategies

How Effective SEO Strategies Can Give Your Business Maximum Results

Posted on | by Brian J Wallace
Marketing, Search Engine Optimization

Are you looking to find out how SEO (search engine optimization) can help you rank on the first page on Google in the midst of your competitive market? When it comes to developing and executing SEO strategies, it doesn’t have to be complicated. In fact, you may be over-complicating the process and spending so much time trying to out-Google “Google” that it hurts your chances to create relevant traffic to your website. However, SEO is still very difficult to understand due to the volatile nature of search engine algorithms that changes every minute. This is where hiring a skilled and trusted SEO company as The AD Leaf ® Marketing Firm can do for you.

But first, lets go over exactly why SEO (search engine optimization) is important and what makes an effective SEO strategy work seamlessly.

Always Abide By Google Standards When Developing Your SEO Strategy

SEO is all about abiding by Google ‘s standards which helps Google, as well as other search engines, find your website by including the relevant keywords for your service/product pages or blog posts. If you can determine who is your customer avatar, what your target market is looking for, and produce content that meets their needs, all you need is sound SEO and strategies to make sure your content gets in front of your target audience.

Is SEO Really That Important?

With so many ways to drive traffic online, SEO can be pushed aside in favor of social media, video marketing, Facebook Ads and many other ways of marketing online, but here’s the big reason search engine optimization needs to be an important part of everything you do.

With the right SEO strategies in place, one piece of content like a blog post or an article could bring you traffic day after day without any additional work. This means you have the potential to send hundreds of visitors to your site daily from the work you’ve just done once.

In today’s platform, social media moves so fast that while it is great for building up leads, branding yourself, creating a loyal following, it is paramount to combine your social media marketing with solid SEO strategies to ensure that you create a high volume of traffic coming in.

Now that you know the importance of developing and executing a good SEO strategy to bring maximum results for your business, it is time to choose a high-class SEO service to optimize and improve your website’s ranking. SEO is very effective, however, it is also time-consuming. As a business owner, your main objective is to service your customers and to provide that service fast and efficiently. 

There are only 24 hours in a day. If you’re taking the time to learn SEO, there’s a high chance that you’ll lose customers by not focusing on your leads and increasing your sales which is the most important thing to do at this time. On that note, If you are looking for a reputable SEO Company in Melbourne FL to improve your website’s ranking and handle all of the heavy lifting, please don’t hesitate to contact The AD Leaf ® Marketing Firm at 321-255-0900. We’d love to help you increase your traffic and conversions today.

E-Commerce: No Longer Just for Corporations

Posted on | by Brian J Wallace
Content Writing

When you think about e-commerce, the first companies that pop into your head are probably popular retailers like Amazon, Sephora, Chewy, or Target. For years, these companies have paved the way for online shopping; they have developed easy to use websites that let you order products straight to your door with just a few clicks of your mouse.

 

E-commerce is nothing new to Americans, but the way it’s being used is rapidly changing, especially in light of complications from COVID-19. Previously, e-commerce was a tool only for large companies willing to spend great sums of money building out online platforms. It took a lot of capital to convert a business model to be online shopping friendly. 

 

This all changed beginning in 2004 when a little company called Shopify began doing business in Toronto. The goal of Shopify was to make e-commerce more accessible to businesses of all sizes. In 2010, Shopify went mobile, and in 2015 the company started trading publicly at $28 a share. Today, Shopify is one of the most popular e-commerce platforms in the world. It has pioneered the way for other e-commerce companies to thrive and provide solutions to thousands of businesses.

 

The beauty and brilliance of platforms like Shopify, 3dcart, WooCommerce, and others is that they are available to businesses of all sizes. Mom and pop shops can use e-commerce platforms just as affordably as more major operations. No matter your business model, if you have products to sell, e-commerce platforms can help you.

 

In light of closures and complications caused by COVID-19, many businesses have found themselves trying out e-commerce for the first time. With brick and mortar storefronts currently closed in many states nationwide, e-commerce has become a lifeline. Businesses are amazed by how easy it is to set up e-commerce accounts and start selling products previously offered only in stores. 

 

E-commerce platforms are constantly innovating to better serve their clients. For example, this month Shopify launched its own email marketing software that allows businesses to easily integrate their products and services into email campaigns.

 

At The AD Leaf ®, we work with many clients who utilize e-commerce platforms to do business. Our team is consistently impressed with many aspects of these cutting edge tools. Here is a list of some of our favorite things about e-commerce:

 

  • E-commerce platforms help businesses break geographic barriers. Whereas brick and mortar storefronts are confined to one location, e-commerce allows companies to reach people across the country and around the world!
  • E-commerce drives more customers through SEO. E-commerce platforms help companies develop search engine visibility so new customers can find products.
  • E-commerce allows businesses to be open 24/7. Customers can connect with businesses at any time of the day or night!
  • E-commerce helps provide markets for niche products. Does your business exclusively sell World War II memorabilia? With e-commerce, that’s no problem! Online platforms help businesses cater to specific customer bases.
  • E-commerce offers huge amounts of valuable data. Platforms allow businesses to track what products sell best and customer buying trends, among many other analytics.

 

In business, adaptability is one of the factors that determine whether you survive or close. This is a harsh reality, but thankfully today there are myriad tools for companies to use to help stay afloat and prosper, even in uncertain times. E-commerce (and effective marketing) can make a huge impact on small, medium, and large businesses!

 

It’s easy to see why e-commerce is revolutionizing the way we conduct business around the world. If your business is looking to switch to e-commerce, we can help! Our team can answer any questions you may have and help you make the transition. 

Connect with us! 321-255-0900 | info@theadleaf.com

10 Tips for Communicating on Social Media During a Crisis

Posted on | by Brian J Wallace
Social Media | , , , , , ,

In times like these, the role of social media is taken to an unprecedented level. Recently, we saw a statistic that said 55% of Americans get their news from social media. While first-person accounts and opinions break up the newsfeed and shape narratives, the general user will turn to businesses for fact-based updates and solid information. This means your social media campaign must be strong, accurate, and adaptable as the environment changes. 

When the world is in a tailspin, what role does social media play in your crisis communications plan? 

  • Communication of updates to your audience
  • Support for those who need info
  • Listening to understand what your audience needs from you and your business

Whatever crisis we’re facing, COVID-19 related or not, we hope it passes and that we will come out on the other side a better community. In regards to social media, that means your campaign should be focused on building trust and connections with your audience for the long term. 

So how do you do that? Here are 10 tips we’ve put together to help you execute your strategy effectively:

 

1. Review (and possibly pause) your upcoming social calendar

Take a look at what you have scheduled for the next couple of weeks. Is it still timely and relevant? Will it feel tone-deaf or insensitive amidst everything going on? A great example is KFC. Before COVID-19 reared its ugly head, they had a “Finger-lickin’ Good Campaign” planned for the upcoming months. A really, really clever team member perked up and said “STOP! An ad campaign about touching your mouth in the middle of a pandemic probably isn’t a good idea…”. Good on you, team member. 

 

 

Don’t fret that all of your hard work has gone to waste, just think of it as being “repurposed” for a later date. You’ll thank yourself for having a great campaign ready to go when things settle down a bit.

 

2. Have a strong social media policy in place

You might not be able to see a crisis coming, but you can be prepared for one. An emergency response policy should be solid, flexible, and information focused. You’ll want to ensure that you have an up-to-date emergency contact list, guidance on accessing social account credentials or other important login information, guidelines for identifying the scope of the crisis, an internal communication plan, and an approval process for a response strategy.

 

3. Know who’s on your “tiger” team

Some people work really, really well under pressure. You want your emergency response team to be comprised of these team members. They need to be quick responders, fast thinkers, and amazing adapters. While you should have a team of these people ready to go, it’s important to have a wider team in place that’s still responsible for the day-to-day monitoring and overarching campaign development. Both have their own time and place and you’ll need both to execute your strategy to the best of your ability.

4. Ensure employees are aware of your organization’s position 

Is the system through which you disseminate company information strong? Do you have a process for distributing information about relief efforts, donations, or other programs? Now is the time to make sure it’s bulletproof to ensure the right information is getting to the right people and your staff feel supported during a stressful time. 

 

5. Communicate with honesty, openness, and compassion

This is pretty self-explanatory. Our favorite example of a brand taking a minute to pause and re-orient comes from Chiquita banana. They did a great job of incorporating the #StayAtHome campaign while still maintaining their brand voice and identity.

 

6. Cite credible sources

Again, pretty self-explanatory. As a manager of a social media campaign, you’re responsible for providing information that is accurate and honest. Your audience trusts you to be providing valid information. In a crisis, bad information is not only irresponsible but it has the potential to damage your reputation. It may be tempting to share shocking statistics or a new update but do your due diligence in fact-checking and ensuring what you’re sharing is supported by data from reputable sources like government agencies or organizations.

 

7. Listen to your audience to stay informed

Monitor your content closely and be prepared to make adjustments based on how your audience responds. If you begin sharing about how your company is supporting relief efforts and your audience feels what you’re sharing is ill-timed, then it might be wise to pull that content and redirect towards something else.

 

8. Avoid jumping on the “trend train”

Don’t attempt to spin a crisis. Plain and simple, it won’t work and it will receive negative backlash. Now, that’s not to say that you can’t adapt to a new environment and rethink your business model to fit the situation. Recently, the factory that produced the uniforms for the Philadelphia Phillies was getting creative about what they could do with all the unused fabric they had laying around after the season was postponed. They decided to take that material and repurpose it for cloth face masks. There’s a national shortage and they felt it was their social responsibility to reallocate what they had to serve the greater good. This is a great example of how to take advantage of the situation without trying to spin it in your favor or appear profit-driven.

 

9. Make room for questions

People will have questions. It’s unavoidable. As situations become more tense and uneasy, your audience will become hyper-aware of your company and your product or service. They’ll ask incredibly specific questions that you may have never been asked for. Be prepared and don’t be offended. Remember that people are trying to navigate a new situation just like you are.

 

10. Don’t go off the grid

This is incredibly important. I know at the beginning we mentioned “pausing” your campaign. But this is a temporary measure in order to regroup and come back stronger. You may feel continuing a social media campaign is insensitive in light of the current climate, but that’s simply not true. Your audience is looking for dependency and certainty wherever they can get it. They want to see you stand your ground and stay strong. 

 

We know that crafting a social media campaign in the middle of a crisis is probably the last thing you’re thinking about or even want to be doing. You have a business to run, employees to take care of, and customers to support. That’s where we come in. Let us help you through this season and ensure you come out on the other side strong.

Email Subscribers

Keeping a Positive Rapport With Your Subscribers in the Face of COVID-19

Posted on | by Brian J Wallace
Email Marketing

As marketers, as business owners, and as fellow humans, we are in trying and unprecedented times. In the face of a global pandemic, many people are wondering how they are going to keep themselves and their families safe, while still effectively managing their business. The key to surviving these troubling times is communication, and there is no better way to do that than a built out digital marketing campaign. While there are many components to a successful digital marketing campaign, there is even more to think about in the face of a global pandemic. A business owner must balance a sense of compassion with the need to share helpful information to keep their consumers informed. One of the best ways to connect directly with the people you know you are doing business with is through your email campaign. 

 

Whether you are loyally sending out email campaigns every week, or are just looking to dust off that subscriber list, it can be easy to rub consumers the wrong way with your communication during these tough times. Here are some ways to keep a positive rapport with your email campaigns. 

 

Be Honest, Compassionate, and Helpful

Transparency is key. The benefit of having a subscriber list is that you have already cultivated a sense of community. These users have either been past customers of yours, subscribed to your newsletter, or have otherwise opted in to get more information from your business regularly. Now is the time to be honest with them and let them know you care while sharing pertinent information about your business. If you were forced to shut down, or reduce hours, make it known that it is for the safety of your loyal customers. You care about them and their well being, make sure they are staying safe and let them know that you will see them soon. 

 

This can also be a great opportunity to share any updates to your business model you may not have had before. If you have updated your strategy to include curbside pickup, delivery online shopping, etc, share that, your customers may love to know you are still in business. In times of uncertainty, people look to brands and businesses in their community. Showing that you are still working hard to deliver the product or service you love while keeping yourself, your employees, and your customers safe will go a long way in showing your solidarity and dedication. 

 

Be Conscious

While you may have the best of intentions, it is important to remember that emotions are high, and in our current environment, it can be easy to rub your subscribers the wrong way. Be mindful of your subject lines, and the emotional impact of the language you are using. You won’t want to come across too spammy or to look like you are trying to capitalize. Spare them the “Coronavirus Flash Sale”. These types of subject lines come off as insensitive, and tone-deaf. Instead, try the more sensitive “We’re committed to helping you through this by offering free delivery”. 

 

This said, you also want to make sure that if you have an important update, it is being heard.  Words like “update”, “community info”, etc are a dime a dozen right now, and chances are, your subscribers are being inundated with subject lines like these days in and day out. The best course of action is to remain genuine and make sure to communicate clearly and effectively.

 

Let Them Know You Care

The worst thing you can do right now is to stop communicating altogether. Pausing your communication, or “going dark”, is a quick way to have your consumers forget about you. Like we mentioned, in times of uncertainty, consumers will take notice of which brands have pulled back and which brands are still engaging with their community. If you don’t want to, or can’t market your services right now, it may be a good time to think about alternatives. Try focusing on how you are giving back, share ways that your consumers can keep themselves safe, or what they can do to still support local businesses. If curbside or delivery is not an option, many businesses have taken to promoting gift cards. This is a great way to still promote sales and help your community support your business by earmarking some time to come visit you when it is safe. 

 

As a marketer and as a business owner, the best thing you can do is, to be honest, consistent, and compassionate with your subscribers. The fact is, how brands handle this situation will establish brand trust for years to come. If you need help crafting the perfect messaging with support from a digital marketing campaign, contact The AD Leaf ® Marketing Firm. Together, we will partner with you to help you navigate these difficult times and help your business thrive.    

content marketing

How to Make Your Small Business Stand Out With Content Marketing

Posted on | by Brian J Wallace
Content Writing | , , ,

As a business owner, your time is split between all of the tasks it takes to run a successful business, managing your employees, keeping the books, upkeep of your location, and then of course, marketing. With all of the other responsibilities that come with running a business, running a robust digital marketing campaign on top of that can be an overwhelming undertaking and can be easy to neglect. In today’s marketing landscape, content marketing may be a term you are likely to come across, but what exactly does that mean? Content marketing is simply producing and sharing exciting content like videos, blogs, email campaigns and web pages, and showing your customers what makes your business stand out. You already know what makes your business great, content marketing is your platform to tell the world! Here’s how to use content marketing to your advantage to make your business stand out.

 

Create Content That is Your Own

Now let’s think about your consumers for a second. Have you ever tried to read all the content on the internet? It’s exhausting, and spoiler alert, impossible. Among all of the other content we are exposed to on a daily basis, users today crave content that is genuine. That’s where content marketing comes in! Blogs and page content are a great way for you to tell your brand’s story, and sell yourself organically. So think to yourself, what makes your business different from all the rest? Maybe your restaurant is incredibly globally conscious and only serves locally sourced foods. Or you offer a full menu of Keto or Vegan options. Rather than waiting for your customers to find these things out for themselves, use your website and online resources to tell them first. 

 

Once you feel like you’ve hit all of your bases, now it’s time to reach out. You would be surprised what your already loyal customers have to say about you. You may love the fact that your business is sustainable and your menu is diverse, but they might come for your amazing breakfast menu, craft cocktails, or specialty coffees. The truth is, what makes your business stand out to you may not always be what keeps your customers coming back. Gaining as many perspectives as possible will help you to shape your content towards those all-important unique selling propositions, or what your business offers that makes it stand out from its competition. Once you have that, get writing some personalized content that tells your story and shows why you are unique!

 

Create Content That is Dynamic and Exciting 

The key to content is to keep it fresh and engaging. Whether you are writing a page about your brand new service line, or your weekly blog, it is your chance to let your personality shine. Be sure to add photos from the job or entertaining anecdotes to let your customers get to know you before ever meeting you. Blogging is also a great opportunity to establish yourself as a leader in your industry. Stay up to date with current events and industry trends, then use your blog to speak to them. Soon, your consumers will be looking to you for thought leadership pieces. Again, you know that you’re an expert in your industry, so show the world! 

 

Create Content That Will Work for You

Now that your website is full of engaging and insightful content, the last step is to make that content work for you. Let’s go back to the restaurant example. If locals in your neighborhood are searching Google for “Keto friendly breakfast restaurants”, you’ll want to make sure that content you wrote gets seen. If you are spending all of this time building out your website, you will want to make sure it is at the top of everyone’s list when they are searching. This is where content comes into play with your overall digital marketing campaign. Once you write your content, you will want to be sure it is ranking on Google when people go to search for them. A website that has content will always outperform websites that do not have content and can be a vital part of your SEO campaign. Blogs can also make for great social media content, and email content.

 

Given these troubling times, many businesses are operating remotely, running limited hours, or temporarily closed. We encourage you to use this downtime to your advantage with some great content. Not sure where to start? Our dedicated content team at The AD Leaf ® Marketing Firm can help you strategize show-stopping content that will tell your brand’s story and wow your customers before even stepping in the door. Content marketing is the perfect partner to an SEO or social media strategy to get your brand out there and recognized for what makes you, you! To get started, partner with us today. We will determine where we can develop content, and help you to create your brand identity as a team!

Social Media in a Time Like This

Posted on | by Brian J Wallace
Marketing, Social Media

It’s a very strange time in the world right now. The current global crisis of COVID-19 has the world rocking and reeling. And rightfully so. Never before in my life have I seen something like this. Just today I went to order Thai food, temporarily spacing on the mandatory stay home order issue that has closed many businesses and restaurants. I was hit again with the painful reminder that there is a real crisis happening, right outside. And we are all in this together. 

We will make it through.

What does the current global climate mean for your social media? There has been a 70% increase in time spent across social platforms such as Instagram and Whatsapp, a 50% increase of messaging across Facebook’s platforms, and 2x more Facebook and Instagram Live views.

There have been 468 Million mentions of keywords related to the COVID-19 outbreak across social media channels over the past 90 days. That number is staggering. With 62% of adults in the U.S. getting their news from social media while 59% of consumers engage with their favorite brands on social media as well. And from a recent poll, 68% of people learned about company updates from social media, with 79% via email.

These numbers are pointing to one thing: People are turning to social media outlets now more than ever for information, connection, and so much more. Digital attention is drastically on the rise as people turn to social media to what we at The AD Leaf ® believe to be a more grass-roots resurgence of the whole point of social media: to be social. With many staying at home to protect the lives of others and themselves, social media has reminded us once again that it’s of vital importance as a tool to remain connected, to communicate ideas, or organize and collaborate, and see loved ones.

With that being said, there is something of vital importance to insert here. The current COVID-10 pandemic is not a marketing opportunity. 

With the state of the world, there are things that you need to consider as we all navigate into some pretty murky waters. Below are a few quick ideas that we think are vitally important for you, your brand, and social media:

  1. Be careful to not “go dark” – This is huge. It’s important to not just drop off the face of the planet, especially in a time like this. Your brand needs to be seen as a pillar of strength for your audience. What we would suggest is to pause your social media, take a step back, and reevaluate the direction of your strategy. What was communicated last week may very well not fit into the current narrative. It’s ok to take a step back for a few days to reassess the situation, the tone, your strategy, and your in-house staff. But then, once ready, come back as a source of strength and encouragement to others. Going dark for a long time communicates an instability that will hurt you in the long run. Keep the lights on.
  2. Don’t capitalize on the situation – We have never seen such a pandemic like this in our lifetime. This is not the time to try and hijack the situation for personal gain. Many don’t mean or realize that what they are communicating is actually insensitive, so take a moment to think about which foot you are stepping forward with. Make an extra emphasis on empathy, and approach the situation as someone who is here to help. That doesn’t mean however that you cannot sell products, but it does mean don’t use a painful situation to capitalize on. Be careful here.
  3. Tone – We touched on this, but the tone is huge here. Stay true to your brand during this time, but exercise balance. The livelihood of your team may depend on selling products, and that’s ok. But the way you go about things here requires more tact and balance than ever before. Think about staying true to yourself, but being more compassionate. As an additional note, it’s ok that your brand doesn’t have all the answers. Transparency coupled with professionalism is a bright, shining example that we have seen many companies exercise in the light of recent events.
  4. Communicate – Whether it’s with your team or your audience, it’s of paramount importance to over-communicate in this time. And if you are able, work from home to help reduce the spread of the virus. We have a plethora of ways to remain connected, like the video conference call company, ZOOM, to help you and your team remain on the same page. With your audience, it’s important to do the same and let them know what’s going on. As we saw earlier, a large percentage of people use social media for company updates, so once you have stepped back to reassess your direction, come forward with a clear message of hope, resilience, and on-brand messaging. A point of caution here would be to be careful to not communicate information that your audience may not need. There is a plethora of companies, brands, leaders, influencers, politicians, newsrooms, newspapers, authors, actors, and endlessly more voices out there, communicating information. Sending out that email to an inbox that has already received 54 emails before 9 am can add unnecessarily to stressors that are probably already occurring. Only send pertinent info. 
  5. Practice moderation – This one is a gentle reminder about mental health. It’s ok to not have all the answers. It’s equally ok to not be glued to social media or the news where the challenging events are constantly in your face. Our mindset can be greatly impacted by the onslaught of the terrible things that are happening out there and being viewed in real-time at our fingertips. Take this time home as an opportunity to spend additional time with your spouse, your kids, to pick up a hobby, or to go on a walk. Practice social distancing, but also unplug and take a moment to exercise gratitude. Science shows that those who practice being thankful are mentally and physically healthier and happier. Take a moment to smell the roses. 

 

While this is a serious event in human history, we have seen glimmers of hope and encouragement from regular businesses and people, just like you. For example, Krispy Kreme is giving away donuts to all health care workers. The CEO of Texas Roadhouse gives up their salary so front-line workers can get paid. Zoom has made video sharing services free for teachers so at-home classes can commence. Starbucks has extended mental health benefits to its partners. Apple is offering unlimited paid sick leave to any of its employees experiencing related symptoms. Sprint is giving its customers unlimited data and 20G of hotspot access for 60 days to ease remote working. And the list goes on!

We at The AD Leaf ® want you to know that if there is any way we can help you, please reach out to us. We are here for you. 

 

Resources:

https://buffer.com/resources/social-media-management-in-times-of-crisis

https://www.forbes.com/sites/amymorin/2014/11/23/7-scientifically-proven-benefits-of-gratitude-that-will-motivate-you-to-give-thanks-year-round/#6f75c197183c

https://www.forbes.com/sites/blakemorgan/2020/03/17/50-ways-companies-are-giving-back-during-the-corona-pandemic/#4cb944dd4723

SEO

9 Ways Your Business Can Use SEO to Stay Relevant During COVID-19

Posted on | by Brian J Wallace
Marketing, Search Engine Optimization

The COVID-19 pandemic has created significant stress and uncertainty, not only in our daily lives but also for businesses. But some things never change, including the importance of SEO. Search Engine Optimization (SEO) is important for all companies, but it has never been more important than it is today. Pulling back or stopping SEO activity now – as a lot of companies may have considered as they reduce marketing and advertising spend – will only hurt your business in the long run. 

During the COVID-19 pandemic, your company can benefit from local SEO, updating your website, updating strategies, developing new content, and conducting keyword research. Since many of us are practicing social distancing, the internet is being used more. In fact, Forbes reported at the end of March that internet usage has jumped 50-70 percent. Take advantage of this uptick to increase your business’s online presence. 

Here’s where to start:

How to Optimize Your Digital Presence During COVID-19    

1. Optimize Your Website

A great place to begin to fine-tune your online presence is by optimizing your website design. Here are a few things to focus on: 

  • Simplify the navigation
  • Make sure content is up-to-date
  • Provide a banner or a pop-up on the homepage and other highly trafficked pages to inform your visitors of the steps your company is taking to address COVID-19 and how you’re keeping employees and customers safe. 

2. Take Advantage of a Local SEO Campaign

Local SEO is very effective when marketing your business online. Many people searching typically have local intent – which means, the searcher is looking for a business located close to him or her to either go to or buy from. Here are some local SEO tactics you can use to promote products and services locally:

  • Regularly update your Google My Business profile to help search engines recognize and understand your business. Be sure to keep your profile up-to-date so Google views your website as trustworthy and continues to serve users relevant content.
  • Consider adding posts to your Google My Business page to provide users with updated news and information, such as promotions, delivery options, and changes in business hours.

3. Update or Add Meta Descriptions and Meta Keywords

Adding meta descriptions and meta keywords to your web pages helps Google get a better understanding of your website and helps with the indexing of your pages. Taking time to do thoughtful keyword research will benefit your website tremendously. This can help your site appear in featured snippets, which are used for voice search results, thereby gaining additional visibility for your brand.

4. Know and Optimize Your Page Speed

A good page speed decreases bounce rates and increases the overall engagement on your site. Page speed is also a ranking factor for Google. 

5. Focus on Link Building

Make sure the links on your site include your target keywords. This is important because Google reads links to decide if the content is relevant. Having quality links and providing backlinks increases the value of your website. Search engines use links to find new web pages and to determine how well a website should rank in search results.

The more high-quality websites linking to your website, the more likely you will rank well in search results.

6. Utilize Email and Social Media Campaigns

Email and social media are both great channels by which to reach out to prospects and even current clients. Stay active on both to keep communication flowing. Campaigns are a great way to connect with your clients, which will also set you up for long term success. Be sure to write content to show that you understand the gravity of the current situation. Empathy goes a long way during stressful times! 

7. Review and Update Your Website Content

Update your website content regularly to maintain your relevance. Regular updates tell Google your website is trustworthy and has authority. This will help with your search rankings, as Google’s goal is to provide users with the most relevant content. Make sure the content is easy to find within your site structure and navigation and provide fresh photos. 

8. Keep Up with Ever-Changing Trends In SEO 

COVID-19 is impacting SEO trends significantly. Stay on top of what people are searching for and how they are searching. Keywords are changing every day. You can start by monitoring keyword changes more closely than you normally would. 

9. Look for Ways to Deliver Content Differently

  • Video: Take advantage of new strategies and be in “the know.” With everyone spending more time on the web, you should start developing video content. Think outside of the box to get ahead of your competitors and create entertaining original content. Since many people are inside and bored, providing fun and exciting content will help your brand stand out.
  • Blogs: If you have blog content already, consider increasing how often you post. Having a blog gives you the opportunity to create relevant and educational content. This will also increase the number of clicks throughout your website. Take advantage of linking to other parts of your site in your blog postings. 😉
  • Webinars: Webinars are a great way to reach out to clients and prospects and to provide a more personalized approach. Having a real-time conversation helps to build personal relationships. Since people are practicing social distance, seeing a face or hearing a voice can calm the anxiety and stress that many are experiencing. 

Don’t Forget to Measure

People are searching online more frequently during COVID-19, which will change Google trends. The way you measure results and data may change, too. 

Although you may see an increase in traffic to your website, this traffic may not convert into sales. Instead, consider measuring engagement with heat maps and other tools to better understand your users and to develop content that will resonate with them. Being a valued resource in a user’s time of need will help your brand long-term, even if it doesn’t result in an immediate sale.

Final Thoughts

The COVID-19 outbreak has created a dramatic change for all of us. While the internet is getting more use than ever before, take this time to focus on your SEO efforts. Make updates, do your research, collect data, keep up with the trends, and develop an SEO strategy. 

Doubling down on your SEO efforts now will not only help you weather this current challenge but will also prepare you for long term success.  The team at The AD Leaf ® Marketing Firm is here to help if you need us. Contact us today to get started on your COVID-19 SEO Campaign and stay relevant during these trying times!

PPC management

How To Manage PPC Campaigns During The COVID-19 Pandemic

Posted on | by Brian J Wallace
Marketing, Pay Per Click

As you well know, the world is in a major panic because of COVID-19. Not only is it affecting the lives of others, but it is also affecting businesses on a local and global scale (offline and online). Also, If you’re a business that implements online campaigns (Google, Bing, etc…) and PPC management strategies, you may have these questions come to mind:

  • Should I pause my campaigns in order to manage expenses?
  • Should I scale back my budget?

These are important questions to ask and hard decisions to make should you want to play on the defensive end. However, there’s always a flip side.

You can take charge of your business in this crisis by playing on the offensive end. There’s a popular saying that goes like this:

“When Everyone Goes Right, You Go Left.”

We’re not saying you should go crazy on your spending, but to keep your business moving forward so you can gain profits for your survival.

This is where you, as a business owner, will need to courageous, flexible, creative, and patient with our ever-changing environment.

In this post, we’ll provide some tips on how you can manage your PPC campaigns during the COVID-19 pandemic.

Adjusting Your Budget and Spending For PPC Management

We mentioned earlier about pausing your PPC campaigns or scaling back your budget. Of course, pausing a PPC campaign would be considered playing defense. But what about scaling back your budget?

This may be also be considered playing defense but you’re actually playing both ends of the floor (We know we’re using sports references).

Instead of spending $100 a day on a campaign, cut your budget in half and spend $50. Also, take a look at your campaigns to see where you’re getting more clicks and conversions and focus your attention there.

Let your campaigns run for a week, look at your data, then adjust your budget and spending accordingly to see if you’re gaining a profit or taking a loss.

Mentioning Your Business Proposition In Your Ad Copy

Many businesses are closing their doors which means that many people will be staying at home which also means that many people will be online. This is where you can take advantage and pivot your message by adding a promotion on your PPC campaigns.

For example, if you’re a restaurant business, you can add a discount of 5% on orders that are over $40 if they apply a particular coupon. In addition, you can provide a Free Touchless Delivery Service in your message to show that you’re concern about their health and want to protect them.

Of course, whatever promotion that you’re providing to your customer, make sure it’s adjusted on your website.

Now that you know how you can manage your PPC campaigns during the COVID-19 pandemic, you’re fully equipped to make a decision to play defense or offense for your business.

There’s no reason why you should just sit on the sidelines. Your competitors are experiencing the same fears you are, but at least you can take matters into your own hands by using sound PPC Management principles as well as having your PPC campaigns online so your business can survive in the upcoming future.

If you’re in need of PPC Management for your campaigns,  contact the team at The AD Leaf ® Marketing Firm and learn how you can grow with us today and weather the storm that is COVID-19!