Digital Marketing Strategy

Why Businesses Need Digital Marketing To Survive COVID-19

Why Businesses Need A Digital Marketing Strategy To Survive COVID-19

In the coming months, businesses of all sizes are going to become extra reliant than ever on their digital marketing strategy. Without wanting to sound too much like a killjoy, in many cases, it will be the deciding factor in whether they make it through the tough times that are ahead. 

The unparalleled, and almost-total disappearance of all channels related to live events and conferences, and the increasing barriers on face-to-face business, pose an enormous challenge to any business model. 

B2B companies, in particular, rely on the annual circuit of trade shows and exhibitions to network and build customer relations. In industries that are not digital-native, they may also be less sophisticated in their digital growth and customer relations strategies. Especially in the case of smaller businesses that are used to getting new customers strictly word-of-mouth referrals or on the strength of a hard-won reputation, their loss is going to come as a shock if it hasn’t already.

Larger companies are now finding themselves in the position of having potentially lost millions of dollars from canceled events alone. They won’t claw back the hours of time and expense spent on preparations for this year, but insurance and flexible cancellation policies are going to leave them with some marketing budget to reassign. Digital Marketing in any aspect is likely going to be the clear and obvious choice here, and companies that may not so much as had a Facebook page before will need to move into social media marketing, content marketing, SEO, and even influencer-led campaigns. 

This, of course, means there are opportunities out there for the taking and a key factor in resilience is adaptability. If it’s standard in your industry to go out and meet new customers face-to-face before you do business, adapting may mean opening new channels over web or social media platforms where introductions can be made and relationship fostered. In the coming months, you prospective clients are going to be less open to the idea of letting you walk through the door and shake their hand, and no-one really has any idea how long this will last and whether this will lead to longer-term change. 

We are going to be in some uncertain times, but with the increase of remote working and a collaborative approach, companies are going to turn to digital channels and embrace the transformation. There has already been a real spike in the last few weeks from companies wishing to create or update their websites, launch new social media channels and campaigns focused on home-workers and a real focus on using influencers and SEO to reach new audiences. 

Being confined to the office — or even the home — rather than on the road on sales visits or at events, means marketers are going to have more time to develop digital marketing strategies. This means researching where your customers can be found online, and how different approaches and tactics might impact your success. If your organization previously put minimal efforts into digital channels, now is going to be a prime time to revisit them. That could be as simple as giving your website or social media pages a refresh, or a more innovative approach. 

A key point to note is that a lot of corporate entities use up about 50-60% of their marketing budgets on events. When things go back to normal, budgets will most likely be going back to those live face-to-face events, but if organizations can see the benefits and opportunities that digital marketing can offer, they might understand the benefit of adding it to their long-term marketing strategy. 

Channels such as Facebook, Instagram, or LinkedIn Live are going to be crucial moving forward as the ability to connect with a targeted audience real-time is very beneficial, if not essential. 

It’s certainly true that the coming weeks, or months – or however long this situation lasts – will be a challenging time for any company that isn’t ready to think about how they will replace the opportunities that have been lost. 

As long as businesses can approach the shift to digital marketing strategically, there’s no reason why it should just serve as an emergency fill-in but could carry on providing long-term value when the world eventually gets back to normal. And of course, this would make companies more resilient to deal with any future pandemics. Do you need help with your Digital Marketing Strategy? Looking to take your social media or SEO to the next step? 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!

SEO Company in Melbourne FL

Why Choose An SEO Company For Your Business

Have you ever tried using online strategies such as search engine optimization to market your business? If you have, you’ll know how labor-intensive search engine optimization (better known as simply “SEO”)  can be to optimize and improve your business’s online presence. Making sure that the proper tools are set up correctly and improving your website’s online presence by optimizing how it is viewed in the search engines on the internet can be a huge time suck that takes away from what you, as a business, should simply be doing – making sales and expanding your brand. So what do you do? Digital Marketing/SEO companies are responsible for improving your website’s ranking through search engines and increasing online traffic which, in the end, should lead to increasing your revenue. So why should you choose to hire an SEO company to handle your marketing?

An SEO company is up to date with the latest Google algorithm changes

As Google and other search engines have evolved, they have developed tools and tactics to reward businesses that optimize their website through Google’s standards as well as providing an excellent UX experience for users. However, it takes a huge amount to time to keep up on the latest Google algorithm changes and you need the time to learn in-depth about SEO and to actually implement all of the strategies. All the time that a person might spend on doing SEO is better spent actually working on products and running operations smoothly. If you’re a business that’s doing your very best in generating sales, we don’t think you should learn how to do search engine optimization. We believe hiring an SEO company is always a more viable option. You can try doing all common SEO tactics, but you will not be able to get the quick results that only a professional SEO company can offer.

SEO has become much more complex and more difficult to master with growing competition and marketing trends that are constantly changing to increase the difficulty of becoming a top-ranked website. SEO companies are constantly figuring out ways to stay ahead of the curve. SEO companies can easily measure changes in the way that online searching is done using analytic and webmaster tools to compensate by optimizing websites to keep pace with the ever-changing online world. Something that may have worked just days ago, may not necessarily work today, which is an additional reason why you as a business owner, only having a limited time to create content and learn software and webmaster tools often fall behind the trends rather quickly.

At the end of the day, Google has remained the most prominent search engine in providing the vast majority of traffic to all Internet sites. Google updates are always changing and an SEO company that keeps up with most emerging trends is always able to provide quality services to local and regional businesses.  An experienced SEO company is quite capable of launching a website, be it theirs or clients, and have it create the impact that is ultimately needed to further push a business to its fullest potential.

Now that the importance of choosing the services of a professional SEO Company is clear to you, it is time to choose a high-class SEO service to optimize and improve your website’s ranking. If you are looking for a reputable SEO Company in Melbourne FL to improve your website’s ranking, please don’t hesitate to contact The AD Leaf Marketing Firm at 321-255-0900. We’d love to help you.

 

Is Facebook Trying to Take Over Pinterest?

In a world where it feels like everyone is “taking a break from social media” or doing a “social media detox” (Cough, cough, we’re looking at you Ariana Grande…) Pinterest seems to be the one that is never in the spotlight. In the midst of all the drama, you don’t see Pinterest having any scandals or having to partake in congressional hearings. It prides itself on being a platform where users can connect with themselves versus connecting with others. It gives you free rein to create your ideal vision of your true future self. There are many users who utilize Pinterest as a search engine to plan a party, build a shopping list, or revamp their wardrobe. In the eyes of a marketer, this means that the typical user who is navigating Pinterest is in “discovery mode”. They are looking for content to consume and are susceptible to suggestions as well as well-placed ads. 

While Pinterest is often viewed as the “little sister” of social media, it’s actually the fourth most popular social media platform in America. Right now, it outranks Snapchat, LinkedIn, Twitter, and WhatsApp. As of September 2018, 250 million people use Pinterest every month and that included 77.4 million people in America alone. Last year, Pinterest added more American users than Facebook and Twitter combined! 

Let’s break down the user demographic a bit more for you: 

  • Pinterest reaches 83% of American women ages 25-54
  • 50% of the new sign-ups last year were men
  • 80% of new sign-ups are from outside the U.S.
  • 80% of Pinterest users are on mobile devices
  • 98% of users go out and try the ideas they find on Pinterest
  • 59% of Millennials have discovered products on Pinterest (which puts them ahead of Instagram in terms of product discovery. Impressive considered Instagram has 4 times as many users)

This spike in users has caught Facebook’s attention. So much so that Facebook decided to launch its own version of Pinterest to try and compete with the competition. The day before Valentine’s Day, Facebook announced the release of Hobbi in select countries including Colombia, Belgium, Spain, and Ukraine. Hobbi’s describes itself as an application that allows you to “organize your photos into visual collections and see the progress you’re making over time”. Facebook is holding their cards close to their chest but we’ve already seen this limited release affect Pinterest. The day Facebook announced the limited release of Hobbi, Pinterest’s shares fell 3% while Facebook’s shares rose 4%. 

We’re excited to see how this newly developed social media networking site evolves over the next few months. We know we’ll be following this closely and quickly developing a strategy to help you utilize it to grow your business and generate leads. We know that you’ve got bigger things to worry about than to stay up-to-date on the latest trends in social media. That’s why you have us. To get started with our cutting-edge social media program, give us a call at 321-255-0900.

Public Relations

Conclusion: I am Your Customer – Why PR is Important

As a marketer, I pay attention when I am out and about, and a lot of companies need help. From paying attention to a company’s signage during the commute to work, to a company’s online presence, I often ask myself how I could help this company. From things like consistent branding by setting up company emails (dumping Yahoo, Gmail or Hotmail), or even something as simple as setting up a voicemail. Believe it or not, I tend to notice simple things as an opportunity for your company when I buy from them. When these important items are not in place, your business can look sloppy to your consumers.

My other half and I went on a cruise recently and decided to park off-site at a third-party cruise company parking with shuttle service to our cruise terminal. We did some online vetting by going to the websites, social media profiles, and checked out reviews. The most common theme with these companies was the lack of online presence. They had a real lack of any tangible information about them online that could help me make the best possible purchasing decision. Because of this lack of real company information available online and like many other consumers, we decided to roll the dice so to speak and book with the closest company to the cruise port.

We mapped out our entire disembarkation strategy based on the parking company’s direction and protocol.They were clear when they took us to the cruise terminal before the cruise “Try to get off of the ship early! From 7:30 a.m. – 10:00 a.m., we only pick up cruise passengers at the terminals, so the wait times will be much less.” They continued “After 10:30 traffic is two-way and the wait times will be much longer”. We were among the first 30 people to disembark from the ship at 7:15 a.m. Upon debarkation,, we called the company so that we could be picked up. We noticed the phone just rang and rang with no recorded voicemail, or real way to identify the company. The website did not list the customer service hours of operations nor did the Google My Business Page. That’s when we realized this company needed a lot of help. We thought it would be smooth sailing but it was a disaster.

Something as simple as listing customer service hours of operations on your website and via your Google My Business page can save customers a headache trying to reach you. Having consistency in the information a company puts online can mean the difference between getting more business or losing customers to a competitor. Unfortunately, none of our options did a great job with their public relations. If we were able to vet these companies and not base our decision off of solely location we would have moved on to the next company. As consumers, these factors make or break a sale, which makes having a positive branding experience and consistency for your company all the more critical. Even having updated images on social media, your website, or Google My Business page can give a company a big boost and seem more reputable to a consumer. The information has to be easy to find.

During our cruise to the Bahamas, we took a tour of a Rum Distillery. We were very impressed with the branding of the company and their tour guide who was very articulate and knew the history very well. Looking online there was no question as to when the company hours were, it was written clearly. From social media to the website to Google My Business page. Looking at their Instagram, it appeared as if they had an in-house marketing team or hired an advertising firm. Their graphics were high quality, their captions were captivating, their hashtags were relevant, and their Pinterest profile was wanderlust worthy. If given the choice between two distilleries, I would opt for this one in my vetting process every time.

The moral of the story is that if companies take the time to invest in their public relations, branding and online presence it can and will attract more customers, and make a company stand out above the rest. Small attention to detail could help sway a purchaser’s decision and it could even help with word of mouth both on social media and in talking to their friends. It does not matter if a company just started out or if it’s been in business for years. Investing the time and money can help provide more convenient service for customers and keep them coming back. It can also help prevent one-star reviews and help create more 5-star reviews.

How to Choose the Best Podcast Microphone for your Podcast

If you’re new to podcasting or technical producing in general, you know that there is no shortage of equipment to choose from. You’ve probably noticed that there can be a little bit of a heated debate over what equipment is the best, too. You’re probably overwhelmed and wondering where to even start. That’s why we’re here. Depending on where you’re recording, how many guests you’ll be including on your podcast, and whether or not you plan on integrating it with other soundbytes, your answer to this question may vary. We’ll walk you through some of our top picks and why they’re our favorites!

Before we dive into the options to choose from, let’s talk about why a good microphone is important. The reality is, you could have the most amazing content, story, or guest on your show, but if it’s hard to hear or difficult to understand because of poor sound quality, all of your hard work is wasted. It’s the mic that captures your voice, your emotions, and your story. There are 3 different categories we’re going to focus on in order to cater to all levels of podcasters: Beginner, Intermediate, and Pro. If you’re just starting out and need something quick and easy, we’ve got a recommendation for you. If you’ve been producing content for a while and you’re looking to take your content to the next level, we’ve got a recommendation for that too. 

 

  • Beginner Level Microphones

 

Just because we’re calling these“beginner” microphones doesn’t mean it’s a low quality piece of equipment. We’re calling these good for beginners due to their low cost and easy set up. 

 

  • Samson Q2U

 

This bad boy is incredibly versatile because it has both an XLR (External Line Return) output and a USB (Universal Serial Bus) output. This means you can plug it directly into your computer and record via GarageBand (or a similar program) or use the mic to conduct an interview on Skype or Zoom. Then, when you’re ready to get your feet when with a mixer or a digital recorder, you can use the XLR output. An XLR cable is required for most audio equipment. 

PRO TIP: When recording a session, run both cables at the same time so you can record two copies at once just in case a device crashes or malfunctions. That way, you don’t lose all of your hard work.

 

  • ATR2100

 

This is an alternative to the Samson Q2U but there’s not too much of a difference. Ultimately, the Samson Q2U is typically cheaper. What makes this model stand out is that it’s great for capturing live interviews due to being extremely lightweight and small, making it easy to pack and carry with you if needed. 

 

  • Intermediate

 

When you’re ready to take your podcast to the next level, upgrading your microphone is the first step. If your subscriber count is crossing the 100,000 threshold, then you need to start thinking about upgrading your equipment so you can continue to entice new listeners with high-quality content. 

 

  • The Rode Procaster

 

This is an extremely dynamic podcast mic. Most mid-level (and even some high-level) podcast producers use this microphone. It’s certainly up there in price compared to the previous models we recommended, but you’ll be able to see a significant difference in the quality of sound when you compare the two. 

The Procaster is an XLR microphone (like the Samson Q2U we mentioned earlier). The biggest selling point about this microphone is that it’s a dynamic mic. Dynamic microphones are a better choice if you’re not typically recording within a studio. They pick up less background noise and tend to be more forgiving in large, open spaces (like your office or study). Another pro to dynamic mics is that they don’t need phantom power, so you can plug it into a ¼” jack just like an XLR. If you’ve been in the podcasting game long enough, you probably know what phantom power is, but in case you don’t, it means that you can provide power directly to the microphone via an internal battery. Not all microphones need phantom power (like the dynamic mic we’re talking about right now). 

What’s great about this mic is that it has a version called the Rode Podcaster that doesn’t require a mixer or a digital recorder. It’s very, very similar to the Procaster kit but it’s a high-quality USB microphone instead. 

 

  • The Blue Yeti

 

The next in this group is a USB condenser microphone, one of the most popular podcast microphones in the world! From a price perspective, it’s not hard to understand why, given that it’s only $100. 

This mic offers a great quality audio thanks to its condenser capsules and its amazingly easy-to-use plug and play USB connection. One of its biggest advantages is its range of recording patterns. It offers settings for solo recording, face-to-face recording, and group recording. It’s flexible and able to adapt to just about any situation. The only downside (and it’s barely a real downside), is that you’ll need to be close to the mic to pick up a thorough sound so group recordings can get a little cozy. 

One thing to note is that this mic comes with its own stand, so it’s a great first step if you want to jump in at the high-end and not have to worry about accessories. When it comes to quality though, it might not hold a candle to the MXL990 or the Rode but the ease of use and the fact that it’s standalone makes it a serious contender. 

 

  • The MXL990

 

Now that you’re experimenting and getting your feet wet with condenser microphones, this microphone is the next step. It’s a great value and worth every penny at the time. Even though it’s a condenser, it’s fairly decent in a normal office-sized room and doesn’t pick up too much of the background noise. If you have a reasonably quiet space and are looking for a rich sound, this puppy is perfect for you! 

Before you run off to buy this microphone, keep in mind that you’ll need a nixer and/or a top-end digital recorder. You’re probably wondering where to start with mixers, but we’ll cross that bridge together another day.

 

  • Shure SM58

 

If you’re in need of a microphone that is that is high-quality mic that is more mobile. This mic is typically spotted at music festivals or events because it’s a durable handheld mic. They can withstand some tough conditions like being dropped, stepped on, splash, and so much more. If you need technology that can be out and about more than it’s in a recording space, this is it. 

This is a very versatile microphone because of its ease of transportation so if you’re planning on taking your show on the road, but still want to be able to record voice overs or commentary, this mic will work well for both aspects of your show. It’ll work just as well in the studio, mounted on a stand.

 

  • AKG Lyra

 

Released later in 2019, this microphone is a strong competitor to the rest but has very similar features, from polar patterns to a built-in stand. Some people say it sounds a little better than the Yeti, but that’s entirely up to each individual listener. If you’re willing to shell out a couple extra dollars, this might be a good choice for you. 

 

  • Professional 

 

At this level, you’re looking at some serious cash. These fancy pieces of equipment wouldn’t look out of place in a professional recording studio at all. The microphones we discussed at the intermediate level can provide everything you truly need. There’s nothing that says you’re not a pro until you’re recording with one of these babies. That’s certainly not the case. If you can get the job done for a fraction of the cost without sacrificing quality, do it. 

Ultimately, jumping to this level depends on your voice. These microphones are each designed with specific styles and pitches of voice in mind. If you’re ready to treat yourself, keep on reading. 

 

  • Rode NT1-A

 

This is a super low-noise XLR microphone with a surprisingly rich sound. You’re getting a great bang for your buck at $220 because it comes with a shock mount and a pop filter, so you just need a mic stand and a recording system to get started! If you’re ready to really go pro and you’ve got a mixer/interface to hook it up to, this an awesome starting point. 

 

  • Electro-Voice R20

 

There’s a saying among the podcast community, “if you know an Electro-Voice fan- you’ll know!”. This microphone has a very loyal following, and for a good reason! They’re certainly among the contenders for best microphones in podcasting and the audio industry in general. We imagine the following is due to the rich tones, depth, and resonance this gorgeous piece of technology produces. There’s just something about it that produces a memorable recording. Now, these microphones aren’t cheap by any means but they’re world class and you’ll be able to justify the cost in no time. 

 

Dynamic Microphones vs Condenser Microphones for Podcasting

So we’ve talked a lot about dynamic microphones and condenser microphones versus so what’s the difference? 

If you want the extra level of depth to your podcast, it’s definitely worth focusing on a condenser microphone. There are certain situations where a condenser microphone is appropriate and some situations where it’s more trouble than it’s worth. They introduce a higher level of quality to your recordings, but you have to use them in the right context. Because of their sensitivity, condenser microphones tend to pick up a lot of background noise, meaning that you need a quiet recording environment. Typically, they tend to be more on the fragile side, so transporting them in a bag on a regular basis isn’t the best option. Condenser microphones need external power, too. This normally comes through a phantom power supply like a mixing desk, a digital recorder, or a battery in the microphone. Investing in a mixing desk or digital recorder is definitely the right move if you’re trying to take your podcast set up to the next level, but it’s not necessary for when you’re at the beginner or intermediate level.

The alternative is a Dynamic Microphone. They are essentially the opposite of a condenser microphone. They record a narrower range of frequencies, so sometimes they can sound a little less rich. They pick up less surrounding noise so you have to be close to the mic. Because of these features, they’re great in not-so-great recording environments like live events or noisy areas. 

The two factors that determine what microphone you should go for are: your recording environment and your budget. If you’re trying to take your podcast to the next level but you’re not sure where to start, give us a call at The AD Leaf at 321-255-0900. We’re here to help you grow.

Marketing Agency

5 Reasons To Hire A Marketing Agency VS An In-House Team

Should you hire a Marketing Agency or build an in-house team?

In today’s digital landscape, there is no shortage of marketing options for businesses. From freelancers and marketing agencies to hiring your own in-house team, companies have more choices than ever before, specifically when it comes to online marketing. As your business grows, you will need to consider how your marketing will be handled, including whether to hire new employees and build an internal marketing team or empower your brand through a Marketing Agency.

While each has its own advantages, a full-service Marketing Agency provides substantial value to large, medium, and even small businesses. They strive to build cohesive and effective brands, put organizations in front of their customers and audience, and drive sales through awareness.

5 Reasons to Hire A Marketing Agency

1. Unparalleled Experience

Why piece together individual talents when you can hire an experienced Marketing Agency to handle everything for you? One of the major advantages of hiring a Marketing Agency is a professional experience. In fact, a good agency will have specific knowledge in a wide range of industries and markets, along with experience facing a diverse range of scenarios and challenges never encountered by many newer business owners. Having a knowledgeable and experienced staff at your side can produce immediate results for owners, helping to quickly get your marketing efforts off the ground.

2. Broader Skillsets

It can be difficult to locate suitable in-house employees with branding and marketing skills such as SEO and graphic design. By hiring a Marketing Agency, you’ll not only have the necessary tools to achieve your vision for success but a suite of creative services at your fingertips.

For example, a full-service Marketing Agency can assist clients in everything from rebranding their company image and website, developing their print and direct mail campaigns, and creating a social strategy to boost SEO and PPC campaigns. With a Marketing Agency, a client may choose to utilize one service or all them–whereas, with an in-house team, businesses are limited in what they can achieve.

3. Fresh Perspective & Inspiration

Another major advantage of hiring a Marketing Agency is a new perspective. A marketing team can help inject new life into marketing efforts, helping to identify unseen opportunities and enhance current campaigns. One example is social media marketing. With more companies looking to broaden their social reach through sites like Facebook, Instagram, and Twitter, a Marketing Agency can significantly enhance a brand’s approach to social media, including how they’re perceived by their audience.

4. Speed, Efficiency, and Consistency

As an up-and-coming business owner, you’ll be forced to wear several hats when getting your business off the ground. Generally speaking, this will almost include tackling aspects of the business you’re unfamiliar with, such as branding and digital marketing. With only so much time in the day, it’s important your marketing approach doesn’t suffer from time restraints or inexperience. Hiring a Marketing Agency can easily solve this dilemma.

5. More Affordable Than Hiring In-House

The cost of hiring and maintaining a team of in-house marketers can be very expensive. For smaller businesses, this expense may be too much to afford.
One of the more surprising benefits of hiring a Marketing Agency is cost-effectiveness. Along with providing a plethora of knowledge, experience, and skillset, a Marketing Agency is almost always more affordable compared to hiring a full-time marketing team. For example, after hiring a marketing manager, web designer, graphic designer, content writer, and social media manager, the total cost can reach upwards of multiple six figures a year! And that’s not even including the cost of employee benefits.

Marketing is the heart and soul of any business. At The AD Leaf, we’ve spent the last 25 years working with a diverse range of clients — from healthcare and technology to governmental, law enforcement and consumer goods — to perfect our approach to marketing, advertising, and branding. From strategic creative direction to engaging digital marketing, our extensive marketing team is here to handle every aspect of your business.

Want to enhance your content marketing? Looking to take your social media to the next step? Contact the team at The AD Leaf Marketing Firm and learn how you can grow with us today!

“Loretta”: Kicking Ads & Taking Names

We’ve all seen it.

The tear-jerker ad released by Google during this year’s Super Bowl commercial ad space.

This ad by Google depicts the voice of an elderly gentleman using Google to remind himself about his late wife, Loretta. This ad was also inspired by a real person, a Google employee’s grandfather. As the commercial begins, it avoids much of what Super Bowl ads are known for. Comedic humor. Celebrity faces. Nostalgic flashbacks. With so many of these pop-culture references and heavy emphasis on humor, each company and advertising agency has one of the most competitive niche ad spaces to fight over. And with a 5 million dollar price tag for a 30-second commercial space, the competition and drive to stand out becomes even more daunting.

To be fair, there were so many ads that were incredibly well-done and clear in their communication. From the Cheetos commercial with MC Hammer dancing in those…pants, to the dog that was the survivor of heart cancer, to the loveable Ellen ad showcasing life before Alexa, the lineup was chock-full of heavy hitters in the marketing space. Then there’s this Loretta ad that had us holding back tears and smiling without even trying.

The commercial opens with slow typing on a familiar Google search browser. The typing was the immediate initial stand-out element. It was slow, more intentional. Before a male voice could be heard I knew this was going to be potentially an elderly person behind the keyboard. Then the words “How to not forget” are seen, typed into the search bar. The stringed music begins to play, creating a somber ambiance. As the commercial continues, you can feel both sadness, but not mourning; a relatable “human-ess” but also a hope for one’s own life.

Then we hear an elderly man asking Google Assistant to help him remember different aspects of his wife, Loretta. It takes a moment to realize, but the more you watch you begin to realize that Loretta is the man’s wife, and she is unfortunately no longer with him. The commercial is of an obviously kind and warm widower who is using Google to help him remember things of a woman he loves but is no longer there with him.

As you continue to watch you see slideshow and videos that are obviously taken from a real individual from a real marriage and a real life. This is so important because if this was done any other way, an ad like this (which is already a big risk due to the nature of the ad) could be seen as insensitive, manipulative, and morbidly crass. But as you watch you see over and over pictures and videos of a real couple, happy and in love. Google is right there, helping this man remember Loretta’s favorite foods, how she liked going to Alaska, and how she hated his mustache he grew one time. Heart-warming doesn’t even begin to describe all the feels we feel watching this!

“Remember, don’t miss me too much, and get out of the dang house.”

Here we see that she truly is gone, but we also see a beautiful snippet of her relationship towards him, not just his towards her. It alludes to a moment he had with his wife, probably one of the last. Google helps with the heart-string tugging here by including the last little note from Loretta that said, “…and get out of the dang house’ helping the viewers navigate this sad topic with life and humor. The commercial ends with us hearing a human voice, the voice of the widower, and a door opening as he leaves the house with his dog, ending on a beautiful, real note.

Google’s “Loretta” ad embarks on a risky balancing act of sadness and joy, life and loss…and does it beautifully. Check out these stats from the data-driven video marketing agency, Unruly:

“Loretta” earned an EQ score of 6.5 thanks in large part to its large emotional impact. Nearly half (49%) of viewers had an intense emotional reaction to the ad. It was a 58% more intense reaction than the average U.S. ad and the highest of any of the 40 Super Bowl ads tested by Unruly. According to the company, “Loretta” was nearly twice as likely to make viewers smile, almost four times more heart-warming and 12 times more sad than the average U.S. ad.
The emotional reaction also seemed to translate to brand impact, leading to the highest brand favorability of any of the Super Bowl ads Unruly. Nearly half (49%) of all viewers reported a favorable view of the brand, compared to a U.S. average of 37%. What’s more—46% of viewers also reported purchase intent, with 47% saying they were willing to find out more about the brand.

“The Super Bowl is traditionally the chance for advertisers to bring home the laughs, yet two of the top three ads leaned heavily on more serious emotions. Google’s ‘Loretta’ ad had the highest score for sadness in the top 10 and both Google and New York Life Insurance had some of the highest scores for warmth at 32% and 26%, respectively,”
The data and the results shine a burning spotlight on one (there are obviously many more) glaringly important fact when it comes to marketing: In order to win big, you must risk big.

When I say risk, I mean to dare to take the road that others aren’t taking. Google did it perfectly in this ad because they counted on seeing the same trend of humor and nostalgic ads, all clamoring for a spot as top dog (Speaking of the dog, the other ad in the top 3 tier was about the dog who had heart surgery!). Google specifically and deliberately swam against the proverbial current by taking not the humorous and nostalgic road which is always a safe choice that “works”, but by daring to forge a new path by sewing themselves into your lives through appealing to something that binds every person together: Love. Google was making a simple and yet incredibly effective claim that we need Google for the most important things in our lives.

In order to win big, you must risk big. Sure, you can spend too much money on a 30-second ad space to create something brilliant, funny, and feel-good. Most of the ads we viewed and analyzed were indeed incredibly well thought out. But what about making something memorable? By appealing to different emotions than the typical niche space of the Super Bowl ad space, Google dared to be an outlier.

This is why Google’s Loretta is brilliant marketing. It perfectly goes against the trend by taking big risks in appealing to unusual emotions, while implying that we need Google for life’s most beautiful things.

And won.

Is your business ready to take the road less traveled and make something not only great but memorable? Consider partnering with us at The AD Leaf and let’s start kicking ads and taking names together. Call 321-255-0900 today.

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.