SEO Specialists

What’s Going On With Google’s New Featured Snippet Update?

Google had released a significant update for featured snippets on January 22, 2020. This overall update affects the first page of search results, and the organic traffic following featured snippets. However, what exactly happened and how will this affect search engine optimization (SEO)?

In the past, Google used to give any ranked URL two spots on their search engine results pages, which are also called SERPs. This would occur when a URL was ranked with a featured snippet, which is also called position zero as it would appear ranked above position one on any average search result. However, this no longer occurs with Google’s newest update on featured snippets. In fact, if a URL shows up as a featured snippet, Google will no longer duplicate and show the URL on any position past position zero. This entire procress is called deduplication, which is when Google removes duplicated URLs from SERPs containing featured snippets.

Google’s SearchLiaison posted the following facts about deduplication on Twitter:

 

Performance reports will not change at all as a result of deduplication, as Google SearchLiaison had explained. Basically, if a site loses position one of organic search but is still a featured snippet, it will still be considered rank one on any performance report.

However, how will this update affect any SEO efforts overall?

SeoClarity conducted some research to see how search ranking has been affected. Prior to the final update, the research revealed that 28% of duplicate listings appeared in the search results’ second position to any featured snippet. In addition, the following graph reveals that the ranking positions of the duplicate listing for about 250,000 keywords that had been found on featured snippets:

Google’s Featured Snippet Changes & Impact on Organic Traffic [STUDY]

 

However, now that sites on featured snippets have been deduplicated the first page of search results, SEO specialists and site owners are wondering how organic traffic and SEO will be affected overall. Luckily, with seoClarity’s study of traffic, they have found that traffic has been consistent from the lat 14 days to the final implementation of the Featured Snippet Update (from approximately January 10, 2020 to January 23, 2020). So, SEO specialists and site owners can relax as there is no significant change.

This is a good sign so far for all those who are concerned. Yet, it will be interesting to see if Google implements any changes relating to this situation, over the upcoming months. Be sure to contact The AD Leaf Marketing Firm for more information on the services our SEO specialists provide.

How TikTok is Taking Over and What This Means for Digital Marketing

Social media is constantly changing with new platforms coming in and rising in popularity every year. TikTok is one of these new social media platforms, and it’s one of the most popular networks of 2019. TikTok is currently the world’s most downloaded app, and its popularity is only expected to grow. For those of you still in the dark about this new social platform, TikTok is a video sharing app that allows its users to share 15-second videos that could be funny, artistic, musical in nature, dancing, and more. The app originally gained popularity with high schoolers and middle schoolers. It was originally founded in China, but in 2017 it made its way to the U.S. bringing major changes to the social networking world as well as pop culture. In 2018, TikTok broke records by achieving 100 million downloads just within the first half of the year. 

With every new social platform that gains popularity, digital marketers have to consider the possibility of marketing on that platform. The quicker marketers utilize platforms such as TikTok, the faster they can get ahead of the competition and potentially gain popularity for their company or companies on that network. Some companies like Chipotle have already hopped on the TikTok train by creating “challenges” on the platform for their customers to do. One of these challenges was having people dance for free guacamole in honor of National Avocado Day. To get the free guacamole, customers had to post a video of them dancing on the app with the hashtag #GuacDance. Chipotle was the first restaurant chain to partner with TikTok in the U.S. Its first challenge was in May of 2019, and it resulted in Chipotle’s highest digital sales day. Stephanie Purdue, vp of brand marketing for Chipotle, says about the company’s arrival on Tik Tok, “Our digital sales have grown significantly — we’re up 99% versus last year — and they now represent about 18% of our sales. Half of our customer base is Gen-Z and millennial, so it’s important for us to show up where they are. We really like being in unexpected and uncluttered spaces, and we felt like TikTok was one of them.” Chipotle plans to continue pursuing the market on this platform, and it also plans to significantly increase its digital marketing budget in the hopes of reaching more and more social networking users.

Starting TikTok with your company can help to maintain consistent communication with your customers which can help your company reap social and financial benefits. Almost half of all Gen-Zers are online for more than 10 hours a day which means leaving popular social networks like TikTok out of your marketing plan could be preventing you from reaching an audience that could be an important part of your consumer market. TikTok may not work for all companies depending on what demographic you are trying to reach, but understanding the platforms your customers follow is an essential part of business strategy and digital marketing. Breaking into the market on those platforms can allow greater communication between customers and the company and increase social growth overall.

If you are trying to figure out which social media platforms are best for you, we, at the Ad Leaf, can help. We are proud to say we know all the ins and outs of the digital marketing world. We make it our priority to find the best social networks to fit your business and to fit your customers. Let us help you navigate the difficult world of digital marketing. To schedule your consultation today, please call us at (321) 255-0900.

The Pertinence of Personalization

In real estate, “location, location, location” is often the key phrase that goes around but in 2020’s social media marketing environment it’s “personalization, personalization, personalization!” From what types of content you’re posting on particular platforms, right down to what the copy in that content is saying, gone are the days of a “one size fits all” type of campaign. A generalized campaign often shows a lack of thought in a time when people statistically want their brands to come off as more authentic and intentional in their marketing and products alike. 

To start off, let’s talk about content and demographics. The people actively using Facebook are likely not the same ones trying to go viral on TikTok, and the people looking at pictures on Instagram are usually not the same ones posting jokes and rants on Twitter. There’s overlap, of course, but overall who you’re talking to will vary greatly (think about your grandma being Facebook and your niece or nephew being Instagram– you don’t talk to them the same way). That’s why it’s important to make sure you’re posting relevant content to relevant people. Twitter may love that meme format, but will Facebook? Maybe not! Each potential customer is just as important, however. 

So you’ve got what platform works with what potential customer, but what about gaining followers? Responding to questions? Providing additional content? Social media doesn’t sleep! People, particularly young ones, can spot a bot or a generic response a mile away and it’s a major turnoff that can lose you customers in the long run. Your social media is the face of your company and you need to be sure you’re coming off as authentic and caring as possible. Whether responding to something good or bad, each and every interaction with your customers is something they will remember, even if you don’t. Taking time for a thoughtful response can go a long way. 

Personalization not only benefits the customer, it’s a great way to show off the personality and voice of your company! Take Wendy’s for instance. There are countless fast food options to choose from, so it’s no easy task to make yourself stand out, even for a classic company everyone knows. Their Twitter has been a massive success and an excellent example of social media done right. Whether it’s joining in on trending memes, searching for conversations to join in on, or responding to both bad Wendy’s food experiences and good, they make you feel like they’re more than a corporation in a stuffy board room. 

Not even social media ads themselves are safe from personalization. Sure, you can advertise to the people who follow you or two who you think your audience is, but what about those “almost” customers? If you’re anything like me, you’ve gone to a website, looked around, maybe even put some items in your cart before thinking better of it or running out of time, closing the tab and moving on. Targeting those people and providing them with more information about the product or service they were looking at is an awesome way to reel those people and convert them from visitors to paying customers. 

I’ve talked about personalization at a high-level today but it’s really quite a complicated topic that could have its own class taught. You don’t have the time to learn the ins and outs of social media, nor should you be expected to. When it comes down to it, keeping all of your audiences and all of the strategies used to reach them is a lot to keep track of. You’re the expert in your field, allow us to show off our expertise by handling your social media marketing campaign! For more information, call us at 321-255-0900.

Is Your Video Worth More Than A Thousand Words?

Everyone is familiar with the old saying “A picture is worth 1000 words.” While that is obvious, it raises the question how many words is a video worth then? A video can accomplish many things that a picture cannot on social media, especially with marketing. A video can provide more information as well as portray a message much more effectively than a picture can. Videos also get more than double the reach and views and tend to be remembered much easier than a picture would. According to Wyzowl.com around 100 million hours of video are watched each day on Facebook. With that being said, In 2020 it is crucial to use videos with your social media platforms. How are videos being implemented across social media? Let’s take a look at five major social platforms where video content is making a splash.

On Facebook

Of the 84 percent of marketers who have published video content on Facebook, 85 percent found it to be an effective strategy. The reason is that videos are engaging and are extremely easy to access on this platform. On Facebook, videos that are posted on your newsfeed automatically play as you scroll through your feed which is very convenient for users. The ability to share videos with just one click has made many videos go viral and be seen by many users very quickly. Facebook also has utilized the Facebook live option for videos that are happening in the moment allowing users to engage with the video creator as they are filming the video and streaming onto Facebook. For videos under 10 seconds, the Facebook stories option has been very successful for getting views as well as an additional way to post videos. Videos over 10 seconds tend to get the most engagement and views when viewed as a post. Another important thing to take into consideration when posting a video on Facebook is that 85% of users watch videos with the volume off. When people view videos their main focus is the imagery, not the sound. Going forward when creating videos use powerful visuals or footage that doesn’t rely upon sound to get the message across. Facebook ads containing videos also have revolutionized advertising on Facebook allowing marketers to see specific video analytics such as viewer demographics, views, and reach that cannot be obtained from an advertisement using a picture.

On Instagram

Over the past few years, Instagram has become much more video-friendly. According to wyzowl.com “Of the 51 percent of marketers who have used Instagram video, 88 percent found it to be an effective strategy.” This is even higher than Facebook which is the leading social media platform. This because while Facebook’s core focus is a combination of captions, pictures, and videos, Instagram places most of the emphasis on pictures and video. Videos under 60 seconds are the best with this platform. Short videos under 10 seconds can be featured on Instagram stories while videos under 60 seconds can be seen in your news feed. For videos longer than one minute, Instagram TV is the best method of posting and allows users to see a preview of the video as well as the whole video. Instagram TV also allows the content creator to see specific insights into video analytics such as views, and dropoff rates throughout the video. Similar to Facebook, Instagram live videos have gained popularity allowing users to watch and engage with the video as it is streaming live.

On Twitter

While Twitter is mainly used for quick tweets and messages, videos also have a strong presence on the platform. On Twitter, a video Tweet is six times more likely to be retweeted than a photo Tweet. Videos that get the most engagement and views on Twitter are ones that are brief but give a small explanation of the video or a preview into what the video is about in the caption. According to Nielsen, “Twitter video is two times more memorable than other premium platforms.” This can be attributed to the fact that Twitter doesn’t allow videos longer than 140 seconds to be posted. Of the 45 percent of marketers surveyed who have published video content on Twitter, 71 percent have found it to be an effective strategy. While this number isn’t as high as Facebook and Instagram, videos are still the best way to market on Twitter. 

On LinkedIn

LinkedIn is one of the quickest growing social media platforms but it is usually not associated with pictures or videos like other social media platforms. However, video popularity is on the rise for this platform with videos being an effective way to promote businesses as well as business professionals. Videos on LinkedIn are commonly used to highlight business successes, events or promote new technology, products, etc. Time limits are much less specific on LinkedIn with a 10-minute video limit. 57% of LinkedIn engagement is via the mobile app which means attention spans will be much less than being viewed on a desktop. Shorter videos with subtitles tend to do best on this platform as they are most likely viewed with the sound off. When posting videos on LinkedIn always make sure that the video is professional and relevant. Uninformative or off-topic videos are not seen as business-relevant which will lead to fewer views and engagement. 

On Pinterest

While videos aren’t as common on Pinterest compared to other social media platforms, they are very useful in driving users to your website. In order to post videos on Pinterest you will need a Pinterest business account instead of a personal account. When video pins are posted they don’t automatically play, however, when they are clicked on the video plays. One thing that Pinterest does that other social media platforms haven’t been able to achieve as well is driving traffic from videos directly to the website. This is an effective marketing tool that is especially useful for users looking to sell products or services that can be ordered online. Another advantage that users have with video pins is the thumbnail option which allows users to see the image that shows on the pin before it is watched. Pinterest video pins must be 4 – 30 seconds in length with a recommended time of 6 – 20 seconds to get the most views and engagements. Keywords have also allowed videos to be targeted to specific audience demographics and interests allowing for more relevant and targeted views on video pins.

While a picture is worth 1000 words, a video is worth much more in the world of social media. We know the best practices and rules for crafting the perfect videos for social media to boost your business. Give us a call to get started! (321)-255-0900.

Website Development

6 Advantages of Responsive Website Design & Website Development

Responsive website design basically implies making sites that can adjust to the size of the guest’s device. The objective for great website development is for content to render to a certain size, relying upon the device or screen size with the goal that visitors have an optimal experience with a website, no matter where they may try to view it.

The idea has existed for quite a long time. However, website development engineers started really perceiving the advantages of responsive website designs during the mid-2000s as more buyers began utilizing smart cell phones. Today, more clients get to the web with cell phones than with customary workstations or work areas, so the field keeps on developing. Organizations with sites that don’t take into account mobile clients are going terminated. To contact a more extensive crowd of potential clients, organizations must grasp the advantages of responsive website architecture. Essentially, it is an idea that every single working engineer must comprehend.

The Main 6 Advantages of Responsive Website Design & Website Development 

Responsive website design benefits clients in the accompanying ways:

Increased Mobile Traffic

The greater part of traffic to top sites in the U.S. originated from cell phones in 2015. Along these lines, it’s undeniably significant for organizations to have sites that render appropriately on littler screens with the goal that clients don’t experience twisted pictures or experience a problematic site design. While a few organizations still decide to have a different rendition of their site for mobile clients, responsive structure is turning into the standard since it offers more prominent adaptability at lower improvement costs.

Improved SEO

Responsive website architecture is turning out to be as essential to site improvement as quality substance. More grounded backlinks and better bounce rates convert into higher hunt rankings, however there’s an extra SEO advantage for mobile streamlined devices. Having a solitary responsive site instead of isolated work area and mobile forms keeps away from the issue of copy content, which can negatively affect your search positioning.

Lower Maintenance Needs and Costs

Keeping up a different mobile site needs extra testing and help. Interestingly, the procedure of responsive structure utilizes a variety of testing methods to guarantee ideal format on each screen. Having separate work area and mobile devices additionally requires two substance techniques, two regulatory interfaces and conceivably two structure groups. Responsive structure’s “one size fits all” approach implies less cerebral pain for designers, entrepreneurs, and shoppers. Investing less energy in upkeep additionally saves time to concentrate on increasingly significant things like advertising and substance creation.

Faster Loading Times and Pages

Versatile clients specifically have limited capacity to focus. Studies show that versatile guests will in general desert site pages that take longer than three seconds to get done with loading. On the off chance that a site isn’t upgraded for cell phones and tablets, it will likewise set aside more effort to explore, which can disappoint clients to a point of no arrival. Guaranteeing that your responsive site utilizes present day execution methods, for example, storing and responsive picture show will help improve your website page’s loading speed.

Higher Conversion Rates

Bringing down your bounce rate is just 50% of the fight. Making a steady client experience over all gadgets is critical to changing over new clients. At the point when clients are choosing whether or not to buy in to an assistance, they would prefer not to be diverted to gadget explicit sites in light of the fact that the procedure regularly takes longer. Having a solitary secure site that looks proficient on all stages makes clients more averse to get baffled or go to a contender.

Lower Bounce Rates

A responsive and enhanced mobile site gives a vastly improved experience for the guest. Thusly, almost certainly, they’ll stay for a more extended time frame and investigate various zones of your site. On the other hand, if your site isn’t responsive, it is a lot harder to keep the guest on the following website and hence almost certain that they’ll bounce off the site.

Simpler Analytics Reports

Realizing where traffic is coming from and how clients cooperate with your site is important to make educated upgrades. Dealing with various renditions of a site expects engineers to follow clients’ voyages through numerous transformation ways, channels, and diverts. Having a solitary responsive site incredibly rearranges the checking procedure. Google Analytics and comparative devices currently oblige responsive sites by gathering following and investigation into a solitary report with the goal that you can perceive how your substance is performing on various gadgets.

 

To learn more about our services relating to website development in Melbourne FL, be sure to contact us either by phone or email! 

Facebook Ads: 4 Best Practices

 

Working in social media marketing, there are so many constantly changing variables to keep track of. For some, this is why they love marketing. For others, this is a point of frustration. Personally, I love the ever-changing landscape that is social media marketing. Daily it feels like there is something new to discover and (inevitably) some new challenge to conquer.

A brand standard is non-negotiable. This is a concrete value or practice within your brand or agency. For example: Daily we show up here at The AD Leaf at 8:00 am. This is a company-wide standard. 

A best practice could be the different routes we all take to get here at that set time. One day it may be that I take US 1. A colleague of mine may take a different road depending on traffic. The start of the workday is set. But the way to get to work may change depending on a plethora of variables. This is what the best practice is like.

This changing landscape is something to keep up with as we mentioned above. How do best practices fit within creating Facebook ads? Below are 4 best practices that we perform (at least for now) when creating Facebook ads. Contemplate these for taking your ad strategy to the next level.

#1 Your Facebook ad must be visual.

2020 marketing predictions show that social media is only going to become more…well, social. This means that there are going to be more image-based interactions, especially within branding and product search with areas such as eCommerce. In order for you to keep up with the times, your Facebook ad must be visually compelling. Having a visually engaging Facebook will cause the Facebook algorithm to treat your ad more favorably. Have you heard of the old saying, “Don’t judge a book by its cover”? Unfortunately, the Facebook algorithm (and honestly, the majority of the social media niche) didn’t get this memo. To stand out and be memorable, you have to have a visually compelling image. This will cause Facebook to not only treat your ad more favorably, but your ad will also be more likely remembered and shared across platforms. 

#2 Your Facebook ad must be relevant.

The success of your Facebook ad strategy hinges greatly on not only the visual potency of the ad but also the relevance of the ad. How relevant is the ad with your target audience? This is huge. You wouldn’t want to create an ad for artic snow parkas and marketing it all the way down south in Palm Bay, Florida! Not only that, but you want to place the ad before not only the right audience but the right intentions of your audience. This is critical, as you are spending time and money and need to ensure the ad you are running gets in front of the right people with the right intentions. 

#3 Your Facebook ad must be enticing

What makes your ad different than any other? Why should your viewer click on your ad to view more? Why should they visit your website? These are great questions to create a great, enticing ad. You should compose it in a way that is believable. For example, saying something like “Get a free roof today!” isn’t believable to me. I would read that and think it was a scam. But if a company was upfront with me I would trust them more and be more willing to click on their ad. If it read something like this I would definitely stop to find out more: “Did you know that going solar can get you a new roof in the process? Contact us today to learn how this happens at no cost to you!” When I read that, I see how this could be possible, and I don’t feel trapped by the transparency of the ad. 

#4 Your Facebook ad must have a clear call-to-action.

As stated above with the second free roof example, I ended it with “contact us today to learn how!” Your ad needs to cause your viewer to finally do something with your ad. Imagine this process as a link in a chain: each one builds upon one another for a specific and intended outcome. I saw a huge increase in getting leads when I pushed past my personal apprehension to asking the viewer to do something with the ad. When I began saying things like “Go here to get 20% off” or “Click the link below to get a FREE quote” I started seeing great conversion rates. It’s always helpful to create a sense of urgency with your call-to-action. What problem are you solving for the audience? In our scenario, we are providing a service by making it known to new homeowners that they have a way to get a free roof when getting solar panels installed. So what problem are you solving with your clients? Let that be the motivator for creating a great call-to-action.

Great! We hope that these Facebook best practices will help create the links in the chain creating greater conversion rates for your Facebook ads! These are great best practices to help take your Facebook ad strategy to the next level. Looking to take your brand to the next level? We at The AD Leaf would love to work with you by creating cutting edge, smart marketing campaigns to help you and your business prosper. Call us today to begin.

Digital Marketing in Melbourne FL

Digital Marketing Trends To Look For In 2020

Digital Marketing in Melbourne FL Trends For 2020

As we approach the end of the year, it’s a great time to look ahead at where we’re going and the marketing trends we’re likely to see more of in 2020. Just in the last decade, Digital Marketing in Melbourne FL has evolved so much on a strategic level so let’s dive into some more detail of the specific trends to look out for.

Technology continues to advance at a very rapid pace, so of course, some of these trends will be focused around technology. However, there’s also a pushback against the increased digitization and automation of interactions between brands and consumers, and a desire to make marketing more human again.

While technologies such as AI and data-driven marketing will certainly be big trends for 2020, the overarching focus will be on people, not technology.

Here is a list of the top 8 Digital Marketing in Melbourne FL we’re likely to see:

Customer Experience

2020 is predicted to be the year of the customer. There are massive shifts in beliefs about what marketing actually is. It’s no longer about trying to convince people to buy from or work with your company, it’s moved towards providing fantastic customer experiences that will keep people coming back for more and bringing their friends and family next time. In a sense, when you focus on building a positive business culture and providing a great service to your customers, the marketing seems to almost take care of itself.

The growth of online content has also given consumers much more power than 10 years ago. They are no longer a passive party when it comes to learning about products. They’re going out and doing their own research about your products/services, not waiting to be force-fed information.

This means you have to offer them something more than information.

Customer Experience has become a pretty popular word recently and this is not because it is some quick to leave trend. 73% of people say that customer experience is an important factor in their buying decisions, but currently, only 49% of US consumers say that today’s companies provide a good experience.

What exactly makes a great Customer Experience? Efficiency, convenience, knowledgeable and friendly service, and easy payment options are what people value most in their customer experience. But aspects more traditionally considered as marketing’s domain are cited too: up-to-date technology, personalization, and easy mobile experience, brand image, and design all add up to the overall customer experience.

Strategic Marketing Transformation

When you’re reading about up-and-coming trends in an article like this, it’s all too easy to think that being successful in marketing can be simplified to following a list of best practices and making sure you’re using the latest techniques and technology.

The business of marketing is becoming increasingly complex. For companies to succeed in 2020, they’ll have to think beyond what they’re doing and link everything back to the why of the business as a whole. Your marketing goals and objectives must align with the overall goals of your business.

Strategic marketing transformation is the term used to describe the process when a business operating without a strategic marketing plan evolves by changing its fundamental business processes and procedures.

Undergoing a marketing transformation can help companies to improve customer service and experience, boost brand awareness and reputation, and ultimately increase revenue and profits.

Businesses achieve these benefits through a combination of data collection, using modern technology, building customer relationships and engaging with customers online, publishing quality content, and improving their online presence. All of these things are part of the underlying strategy that influences every department and employee in the company, not just the marketers.

Your strategic marketing plan defines goals and determines which Digital Marketing in Melbourne FL tactics you will employ to reach your customers including content marketing, SEO, email marketing, social media, advertising, and offline marketing. It then lays out a plan for how every part of the organization will be involved in these tactics.

To put it simply, the marketing strategy is no longer only the responsibility of the chief marketer or CMO. Strategic marketing transformation recognizes this and ensures that the brand, company reputation, customer relationships, and customer experience as a whole are considered in every business activity.

Personalization

Increased data collection and advancements in technology have already had a huge impact on the level of personalization that is possible and on what consumers expect from their interactions with brands.

Today’s consumers are flooded with marketing messages from multiple channels to the point where they have started to tune them out. Traditional advertising is losing its effectiveness, so what’s the answer? Personalized marketing messages that forge a real connection between the brand and the target market.

80% of consumers now say that they’d be more likely to do business with a brand that provides a personalized experience.

For example, in the 2002 movie Minority Report, the character John Anderton, played by Tom Cruise, is bombarded by a series of personalized ads calling him by name as he walks through the city. This was obviously complete science fiction at the time, but not quite two decades later, reality has almost caught up with the marketing future of Stephen Spielberg’s imagination.

Marketing personalization is no longer limited to automatically changing the name of the person you’re addressing in your email newsletters. Improvements in technology such as AI combined with increased data collection and insights from social media and other sources have made it possible and easy to hyper-personalize everything from content to design to product recommendations and everything in-between.

SERP (Search Engine Results Pages) Position Zero & Featured Snippets

SEO will continue to be an important aspect of Digital Marketing in Melbourne FL as we move into 2020, but we’re now seeing one of the most major shifts in the SEO industry in the last decade.

With the growth of mobile and voice search, people are changing the way they use search engines like Google. Being number one in the search engine result pages or SERPS is no longer necessarily the primary goal your business should be aiming for.

You’ve probably noticed your own search and browsing behavior has changed in the last few years due to Google changes and the fact that you’re looking for the fastest information when you’re on the move.

Featured snippets and other “on SERP” information means that you don’t need to click through to a website to get the information you’re looking for anymore – it’s right there on the Google search results page.

This on-SERP information may appear in various places, but the most sought after position is right at the top of the page, before the organic listings. This position has been dubbed “position zero”. As it’s often the only information that a searcher will view, it’s highly coveted. Over 60% of search results returned by Google are now position zero search results.

Brands are still trying to figure out how to achieve position zero as it requires different SEO techniques than those employed for a normal listing in the SERPs. If you can be the first in your industry to get there, you’ll have a huge advantage over your competitors. So expect to see more SEO companies offering this service over the next year, and pay attention to the latest best practices for optimizing your content.

AI/automation

Will 2020 be the year of the rise of the robots? Maybe! Just hopefully not the type from iRobot or Terminator!

AI is one of the major technologies behind voice search and smart assistants. It’s also made chatbots possible, which are now popping up on more websites than ever before.

AI technology and automation are helping to take some of the grunt work out of marketing so brands can concentrate on strategy and crafting a fantastic customer experience.

Remember, the human aspect of marketing is still important (and really more important than ever before), so the idea is to use this technology to enhance your marketing efforts, not replace the real people behind them.

Big data, supported by AI and predictive analytics, is also helping brands to learn more about their audience and customers. It’s enabling hyper-personalization of customer experiences and marketing messages at scale.

Voice Search

Voice search shows no sign of slowing down and will continue to be a major influence on how brands create content and market themselves online.

We’re not quite at the commonly cited prediction that 50% of searches will be driven by voice in 2020 (we’re currently sitting at about 20% according to Google), but this statistic is probably not that far in the future. The smart speaker business is booming, with around a quarter of US households now owning a Google Home, Amazon Echo, or another smart speaker.

Consumers are also expecting to use voice search more in the near future – 61% of those aged 25–64 who already use a voice device intend to use it more in the future according to research by PwC.

Voice search brings with it new challenges but also exciting opportunities. Tequila brand Patròn is an example of a company that’s seen huge success from using branded skills. Smart speaker users can ask their digital assistant to “ask Patròn for a cocktail recipe.” This not only helps to increase brand awareness and visibility, but it also enables users to buy the product directly from the recipe results.

Even if your brand isn’t ready for smart speaker advertising, it’s important that your content is optimized for voice search. Voice searchers use search differently. They use longer, more conversational queries, so slanting your content to serve these queries, as well as answering questions directly, can help to make it more visible to voice searches. This has the added bonus of making your content more likely to be picked up as a featured snippet or found on position zero on Google.

Focus on Customer Retention and Loyalty / Customer Advocacy

A huge part of providing a great customer experience is making sure that CX is ongoing and focused on keeping your existing customers, rather than just attracting new ones.

Recurring customers are more valuable than new customers. It costs five times as much to attract a new customer as it does to keep a new one, so it’s definitely worth putting in the effort to keep your customers happy.

Loyal customers also help to increase the reputation and awareness of your brand as they’ll talk about your company and products with their friends and family. Happy customers make great (and free!) brand ambassadors and influencers.

Many of the above-mentioned trends and technology can be helpful for increasing customer retention rates. Personalization, for example, is certainly expected from your existing customers if not your new ones, and it gets easier to personalize communications the more interactions someone has with your brand.

Be Ready for 2020

Now is the time to start planning your 2020 marketing strategy if you haven’t already. Make sure you start the New Year with a clear plan of your goals and how you’re going to achieve them.

We can’t really call it a trend, but it goes without saying that content marketing will continue to dominate the digital marketing landscape in 2020. Most of these trends rely on content in some way. To have success in them you’ll need to have a solid base of quality content across all your marketing channels.

If you are ready to get more traffic to your site with quality content that’s consistently published, contact The AD Leaf Marketing Firm by filling out the form or giving us a call today! Get ahead of the curve to generate more traffic and leads for your business by taking advantage of all Digital Marketing in Melbourne FL trends.

5 Marketing Mess Ups and How to Avoid Them

Every once in awhile, a brand– or in the most recent case, a whole state– will draft and post a social media or standard marketing campaign so poorly thought out, you wish you had been in the boardroom when it was being approved. Rarely aiming for offense, the brands are quickly called out, apologize, and the populace moves on to the next blunder. They succeed in that these gaffs get people to talk about the brand, but the effect on their reputation is rarely worth the chatter. Here are a few famous fails and why they didn’t work. 

#1 Dove Body Lotion

Unfortunately, common sense isn’t always so common and a perfect example of that is the Dove body lotion campaign from early this year. What was meant to be part of their Real Beauty initiative quickly became a justly targeted example of the importance of having a diverse group of people working in your boardroom. The ad showed an African American woman lifting a brown shirt after using Dove turning into a white woman in a white shirt. Not the type of “transformation” any brand should be going for. A PR nightmare that can and should have been avoided. 

#2 Bic For Her 

Our second example definitely misses the mark, but the reactions to it were pretty funny, having been ridiculed by all, including having a segment on The Ellen DeGeneres Show. Bic for Her was an attempt at the company designing a pen just for women. Companies are often great at deciding what the market wants and needs before the general public even realizes they need it, but that was very much not the case with Bic for Her. Most of the reactions were pretty humorous, but there was a segment of their demographic that found the whole notion to be offensive, causing them to switch brands. Definitely not what you want to happen when you launch a new product.  

#3 Starbucks Coffee

Clear and effective advertising and posting is a key part of a fully fleshed out marketing plan. The average consumer should be able to read your ad and immediately understand what you’re saying and what you’re selling. This is something Starbucks failed to do when it introduced their Blonde roast espresso. “Who says espresso has to be intense? We have for 43 years. But we’re Starbucks Coffee Company. So we did the exact opposite.” …What? Are they saying Blonde is the opposite of intense? They’re likely trying to say that their Blonde roast isn’t as intense as standard espresso, but this was not the best way to get the message across, and the internet had a field day making fun of them.  

#4 DiGiorno

Using trending hashtags is a really fun way for a brand to seem more “real” and front-facing than they normally would. A viral tweet using the right one can be hugely beneficial to a business. That being said, it’s imperative that you research what a tag is being used for and what it is referencing before hitting tweet. One misstep, no matter how innocent the intention, can quickly turn into a nightmare. The hashtag #WhyIStayed was being used to spread domestic violence awareness and understanding, a serious topic where jokes would be inappropriate for any brand. DiGiorno Pizza jumped in on the trend by tweeting “#WhyIStayed You had pizza”. This was definitely not a good look for the company and could have very easily been avoided. They apologized but the backlash was heavy and they lost quite a few customers.

#5 US Department of Education

Another thing to keep in mind is the importance of proofreading your copy! Not only does a misspelling look unprofessional, but it can also totally undermine the point of the content as a whole. A prime example of this is a tweet from, of all places, the US Department of Education. They were meaning to quote W.E.B. DuBois, but wound up crediting W.E.B. DeBois. Not quite the vowel they were looking for. While they were lucky it was only a letter off, unedited copy can really damage a company. 

We’re living in a constantly connected, transparent world where taking a screenshot of a marketing misstep barely takes moving a finger, which means brands have to stay on top of the content they are producing and the message that it sends. It’s important to look at things from all angles to ensure your initiatives will be interpreted correctly and will result in a boost in business for you. Some may make the argument that by getting people to talk about their brands, these failures are actually wins, but it’s not the best plan to gain notoriety for the wrong reasons. 

So now you may be asking yourself an important question: “How does my company avoid making such bad mistakes?” Well, that’s where The Ad Leaf comes in! Our diverse team is full of experts to help guide your marketing campaigns to successful completion. Give us a call today at (321) 255-0900 or send us an email at info@theadleaf.com

SEO Company Melbourne FL

Why Hire an SEO Company?

Investing and partnering with an SEO Company Melbourne FL can be quite beneficial to most businesses. As some may know, Search Engine Optimization (SEO) can actually be a long and tiring process for some. As a reminder, SEO is better known as the organic search results that are located on each page of the search engine results below the paid advertising and the Maps placement (during a local search) search results. There are typically around ten organic search results on each page, with the most relevant and popular search results decided per each page. The search engines will decide your search results using their own proprietary search algorithm which will continuously change and improve as we continue to change and understand trends about consumer or user behavior. Many professionals have spent countless hours and an exorbitant amount of money with the hopes of uncovering the search engines exact algorithm requirements only on failing.

Some professionals and even businesses just don’t have the time or even understand how to fully optimize their own website, in order to follow what a search engine’s algorithm requires. Without optimization, their websites may never rank properly on any search engine, which could eventually lead into being their business growth being stagnant. Hiring an SEO company to handle your successful implementation of an SEO campaign will yield positive effects for your company in the long run.

However, what are the exactly are the benefits of hiring the experts from an SEO company to complete your SEO campaign?

Benefits of Hiring an SEO Company Melbourne FL

When it comes to SEO campaigns, nothing is more important than optimizing your pages to cater to all search engine algorithms. If you’re not doing it exactly as needed, failure in your entire campaign can occur. However, when you outsource your needed SEO work, there are many benefits to having a professional SEO Company Melbourne FL complete it.

The Best Results

SEO companies know how to get the best results when it comes to launching an SEO campaign. As we exist to help grow your business, it is our responsibility to make your business as successful as it can be. We know the risks, the challenges, any potential damages that could occur to your website. For this reason, we also know how to avoid these problems. We obtain the best results as SEO companies are filled with professionals that are able to achieve success online. We know how to bring out the best results when evaluating websites, goals, competitors and forming all the data into a comprehensive plan.

SEO companies have the experience needed to complete a successful campaign. Our work isn’t based off of experiments or guesswork, as we understand that taking guesses could do more damage to your website than improvements. Just as you are the best professionals of your own brand and industry, the same goes for professionals within SEO companies. Therefore, partnering with an experienced SEO company ensures that any changes, whether they are expected or not, will be handled in a correctly and timely manner. It will also allow you to focus on what you do best, which is running your business.

Improve Your Website and Conversions

SEO companies know how to overall improve your website, and convert that improvement into quality traffic, sales, and leads. As a reminder, search engine optimization is extremely important for your website to be noticed by your audience. Without SEO, your website may never gain any exposure. When you hire an SEO company, we know how to implement keyword and content methods improve your visibility when a customer searches up your business. Through such strategies, quality traffic will be pulled in, rather than your business needing to push advertisements online customers. As your conversions overall increase, so will actual sales and leads for a specific product or service that you have.

Save Money for Your Business

It’s a known fact that for most businesses to grow, they must make some required investments. When hiring an SEO company to successfully set out your SEO campaign, there is also a initial investment you must make when paying your chosen company. However, just like every other well-made investment, they are converted into future profits. This is especially true when it comes to investing into search engine optimization. In fact, when SEO is done properly and successfully, it can save your business some money when it comes to having an advertising and marketing budget.

SEO, as a whole, is considered “free”. No one has to pay Google or Bing to have them start indexing and ranking your website. The methods behind SEO are far less expensive that placing advertisements on media platforms to acquire customers. Overall, SEO can decrease your cost per acquisition and does not involve any paid advertising. Also, being ranked up through SEO provides constant promotion to the public. Your listing on search engines doesn’t go away at certain times of the days. It stays all day and night, so that your business may be promoted even when you are sleeping.

Build Trust, Credibility, and A Positive Reputation

Just as SEO companies know how to make your website look amazing to search engines, we also know how to make your website also look trustworthy to the public. People trust Google and how they have websites ranked. With proper SEO, your high ranking ensure the credibility of your work to consumers and deem you a trustworthy business. Also, SEO assists with making your customers more informed on your industry, so that they may deem that you have that credibility. When customers use search engines to research, they make informed decisions based off of top searches on search engines. This can indirectly build trust, as a customer could use your business to assist their decisions. This also builds an overall brand awareness and equity.

For all these reasons and more, we always stress that outsourcing SEO campaigns to professional SEO companies is highly important when it comes to ensuring your success. Contact The AD Leaf and make us your reliable SEO Company Melbourne FL.

 

 

 

Twitter is Revamping Direct Messages

In the beginning, mankind created social media and digital interactions. Before this, the world was dependent on phone calls and written communication, and our friendships were void of constant contact with our friends. Twitter rose from the darkness and said, “Let there be direct messages!” Mankind saw that direct messages were good. Mankind called them “DMs”. 

Direct messages and the slang “DMs” have become a part of our daily conversations and remain a focus in how we interact with social media. When Twitter originally launched,most social media platforms including Facebook, Instagram, and Pinterest were in their infancy stages, and did not support personal messaging. At the time, social media platforms were instead designed to create a sense of community and interaction among you and your friends. In order to cultivate this feeling, social media platforms forced you to interact publicly, meaning all of your comments could been seen by your “friends”. It wasn’t until 2015 that Twitter decided to break ground by integrating personal messaging into their platform. This meant that you could send someone a message without your all of your followers seeing it. Considering where social media started, this was revolutionary! 

With change often comes complaints, bugs, and disappointment. While this feature was designed and launched with the best of intentions, the human race learned how to abuse this feature. We began to see Twitter Bots pop up and send phishing links through direct messages to try to steal personal information from you. Users would send multiple direct messages in a row if a user wasn’t responding to them right away. Some users would hide behind anonymous accounts and send rude direct messages to someone if they didn’t like their tweets. This behavior was eventually coined “cyberbullying”. 

As time has gone on, society has worked hard to combat cyberbullying, and social media platforms like Facebook, Instagram, and Twitter are at the forefront. Facebook has implemented features like restricting the ability to send messages if you’re not friends with them first. Instagram has introduced settings that allow a profile to filter out offensive language or certain keywords. Twitter has decided to jump in and test out a new feature for their DMs as well.

On August 15th, 2019, Twitter began testing a feature that filtered out unwanted messages from bots or abusive users. The filter works by adding an “additional messages” section to your inbox. This is where DMs from people you’re not connected with (those you follow or those who follow you) will be. Once you click to view your additional messages, any photos will be blurred to protect graphic content. You also have the ability to delete a message without actually reading it first, so the sender won’t be aware that you saw their direct message. As of September 30th, 2019, this feature has officially been launched to the public and is available for the majority of their users. This is a breathe or fresh air for avid Twitter users, and frankly, long overdue considering Instagram has had a feature like this for quite some time. Nevertheless, we’re excited to see this feature be rolled out to improve user experience. 

In addition to the adding of a filter to direct messages, Twitter has also decided to follow in the footsteps of Facebook, LinkedIn, and Apple with beginning to test emoji “reactions” for direct messages! They’re now going to make it easier, faster, and more fun to respond to messages with options such as “crying from laughter”, “heart eyes”, “gasping”, “crying”, “annoyed”, “love”, and “fire”. These options have been available for certain aspects of Facebook since 2017 and more recently available for LinkedIn. 

While this may be a trend that Twitter is following, we’re loving it because it means introducing a whole new way to engage with social media content which we are all for! Plus, we never get tired of reacting with the fire emoji when a co-worker makes a punny social media joke. 

Social media is ever changing and with so many platforms, it’s difficult to stay up to date with changes. Here at The AD Leaf, our social media team is obsessed with always being in “the know” with the latest trends, updates, and new features. Let us take the stress off of your hands with our unique social media campaigns tailored for you and your business. Call 321-255-0900 to get started.