What is the Difference Between Content Marketing and SEO?

Whenever you open up your internet browser, what is the very first thing you do? Well, you conventionally start by searching for a topic of your choosing up in the search bar, correct? We can all admit that many consumers in today’s society, in particular, are looking to build some sort of a trusting relationship with their search engine so that in turn, they will be able to receive the most accurate information as well as reviews. This is essentially why Content Marketing and Search Engine Optimization are both necessary for going forward. They are the marketing tools that maintain those routines in today’s society.  However, these two methods have changed drastically over the past couple of years which is why we need to first break them both down to ultimately understand the bigger picture. 

Search Engine Optimization:

Search Engine Optimization, which is also abbreviated to be “SEO”, is a specific method that furthers a search engine’s ability to rank and categorize different client’s websites. We know what you’re thinking. What’s the point? There are so many websites to choose from! (There are literally 1 trillion websites to choose from) The great thing about Search Engine Optimization is that it narrows an individual’s search down to the point where your website could get ranked even higher than millions of other sites! Over the course of the past few years, however, Search Engine Optimization has changed dramatically. So you may be wondering, why is it still important to incorporate SEO into your writing? When’s the last time to clicked past Page 1 on Google? Probably never. Imagine if your business could potentially be on the 1st page. Usually, the way this is achieved however is through keyword-rich titles, words, and copy which many SEO specialists believe will effectively optimize your site for the search engine.

Content Marketing:

“Traditional marketing talks to people. Content marketing talks with them” was said by Doug Kessler who was trying to best explain how besides rankings, meaningful conversations and relationships need to be developed so that people are basically more engaged with what they are reading. To that point, Content Marketing is basically all about guiding the audience when they review a website through written content that the audience themselves will actually find intriguing including blog posts, infographics, guides, etc. Content Marketing has become very popular today because connections and digital marketing have both in some way intertwined. Instead of companies using outbound marketing strategies, Content Marketing can help companies boost conversions, create a sense of community around a specific brand, but also build a vigorous relationship between the consumer but also the business. 

The Overlap

Many people nowadays believe that Content Marketing and SEO must be disunited, but this is not always the case! They do in fact work well together and here’s why. If we look from the viewpoint of an SEO specialist, Search Engine Optimization is basically the method that makes the big demands meaning that they show the audience what they are looking for in particular. Now, this is why Content Marketing needs to come into play. With the help of Content Marketing, the fulfillment of those demands can actually occur as the audience can now be constantly guided with satisfying information that will hopefully make them eager to reach out to the business or company. The main message we’re trying to get at here is that sometimes in order to enforce successful Content Marketing onto a page, sometimes SEO has to be incorporated (and vice-versa) as you need verbiage but also lots of substance. At the end of the day, it is great if you are able to combine both Search Engine Optimization as well as Content Marketing. By using a “hand and hand approach”, an effective integrated digital marketing plan can be produced so that both the reach and the visibility of the content are produced thus resulting in the ultimate satisfaction for your client. 

Still Need Help With This?

At the AD Leaf, we have an expert team of both SEO specialists and Content Marketers that understand exactly how to fill out a service page with great original content but at the same utilize keywords in order to enhance your website. More than anyone, our team actually dives into the writing before the client does. 

If your website needs additional updates or even needs to be restructured/rewritten you can give us a call at 321-255-0900 or email us at info@theadleaf.com in order to set up a consultation appointment. We promise you we can help you understand why updating your website with content is the key to success. We look forward to helping you in whatever way we can!

adwords landing pages

Why Should You Use Landing Pages For Google Ads?

A PPC landing page is a standalone web page that you plan to use in an AdWords, Bing Ads or related paid advertisement. It is a dedicated page for the user to ‘enter’ once they click on a Google Ad.

Particularly good PPC landing pages typically contain only one target or objective for a focused campaign known as a Call To Action (CTA). Their simplicity — and relevance — is what makes dedicated landing pages one of the best ways to boost your paid traffic conversions and lower the cost-per-click of your PPC campaigns.

The Benefits of Landing Pages For PPC

The game-changing value of landing pages and why they work so well with ads can boil down to the difference between organic versus paid traffic.

Your website is primarily a way to attract organic traffic. Google selects and serves links on your site that are thought to be the best match for a particular search query, and these links selected by Google are typically placed below paid ads. This organic traffic is largely why you need a search-optimized website.

In contrast, with paying ads on Google Ads or Bing Ads, you can choose where to direct visitors, as your paid ad will typically be placed towards the very top of the SERP.

For example, you can choose to link this paid traffic to the homepage of your website, but this isn’t actually your best conversion option. Generally, content on your homepage — or even other site pages — often does not match the premise of your ads, and will not always contain info or a tailored call-to-action.

As advertisers inevitably learn, paying traffic referring to common web pages does not lead to strong conversations, leading to an increase in cost-per-click. This is mainly because visitors often can’t find what they specifically searched for on the generic page and typically bounce faster (signaling to Google that the user experience was negative).

On the other hand, if visitors click on a highly relevant landing page from an ad, they will find information that reinforces the ad ‘s promise, and they will find a distinct call to action or be persuaded to take the next step. By simplifying the available options you are helping to ensure a smoother conversion path.

The Anatomy Of Strong Landing Page

Once you have decided to lower your cost-per-click and get better ROI on your paid ad spending with PPC landing pages, it’s all about creating them.

The best PPC landing pages contain 5 key elements, based on what we typically see with our clients:

  • Strong images in context (including a ‘hero shot’ at the top of the page)
  • A headline and a subheader
  • A single, focused call to action that could either be a form or button
  • Features and benefits of your offer clearly outlined
  • Testimonials or social proof that supports your argument

AdWords Can Reward Relevant Landing Pages

Not only does a landing page allow you to present a focused, carefully selected call to action and customize your click-through experience to match the expectations set up by your ad, but if you match each PPC ad with its own hyper-relevant, standalone landing page, you could:

  • Get a higher AdWords Quality Score (in turn boost your Ad Rank and Search Impression Share, getting your ads served up more frequently)
  • Reduce cost-per-click
  • Lower cost-per-acquisition
  • Increase conversions on offers that you run with paid services

At The AD Leaf, we understand that not every business has the time to invest their full efforts into PPC Ads. To learn more about how investing in Google Ads can bring more leads to your business, contact us via our phone number, (321) 255.0900. Or, set up a consultation by emailing us at info@theadleaf.com. We look forward to hearing from you soon!

on page and off page seo

What Is The Difference Between On-Page & Off-Page SEO?

What Is The Difference Between On-Page & Off-Page SEO?  

To the untrained marketer or individual, all SEO items fall under one industry umbrella. However, there are two distinct divisions that should be addressed: on-page and off-page search engine optimization. Here’s a thorough overview and explanation of some best practices to help you learn more about the ins and outs of each division to ensure that your current strategy is up-to-date.

On-Page SEO

When you think of the most basic tactics for search engine optimization, such as using keywords in your copy and optimizing meta descriptionS, HTML code, title tags, and alt tags, these factors are the foundation of what is considered on-page SEO. On-page SEO refers to all measures that can be taken directly within the search rankings of your website to improve your position. This includes the basic tactics outlined above but also takes into account things such as the overall content quality, page performance, and content structure. Let’s elaborate a little more on some of these on-page factors:

  • Keywords: keyword optimization remains today a pillar of SEO. That said, the focus has shifted to more long-tail keywords, which better fit the search patterns of current internet users. Think about your audience and the keywords they’re looking for, and try to create and optimize the content of your website around those keywords.
  • Meta Description: A meta description is a short description that appears on a search engine results page below your URL and in a social post under a headline. It should describe the content on that page in an engaging, eye-catching manner. A best practice is to include relevant keywords so that search engine crawlers can detect them. Sentences should be below 300 characters to ensure that the search results show the whole description.
  • Title tag: this refers to your web page title, or the main heading you see on the results pages of the search engine. The title tag presents another crucial opportunity to include relevant keywords and boost your page’s searchability.
  • Internal Linking: another important factor for on-page SEO is ensuring that a web page links to another related page within your website. Linking to different related web pages on your site makes it easy for search engines to index your website, while keeping users more engaged.
  • Page performance: while other on-page SEO factors deal with the quality and structure of content, the performance of your website and its pages is also a factor for on-page ranking. In the search engine results sites (SERPs), sites that take a long time to load, websites that aren’t responsive to different screen sizes, will rank lower as users get irritated and leave the website, raising the bounce rate. Search engines analyze this and use it as a page ranking metric.

Off-Page SEO

“Off-page SEO” (also known as “off-site SEO”) refers to actions taken outside your own website to impact your search engine results rankings (SERPs).

Optimizing off-site ranking criteria includes enhancing search engine awareness and understanding of the visibility, importance, trustworthiness and authority of a site. This is accomplished by linking to or promoting your website through other reputable places on the Internet (pages, sites, people, etc.) and effectively “vouching” for the quality of your content. There are three main types of links, defined by how they were earned: natural links, manually constructed links, or self-created linkages. The following elaborates on off-page factors:

  • Backlinks: Building backlinks forms the core of off-page SEO. Search engines use backlinks as indicators of the nature of the linked content, and a site with many high-value backlinks would typically rank higher than a site with fewer backlinks that would otherwise be comparable.
  • Natural links are given editorially by a page owner, without any action. For instance, when a food blogger adds a connection to a post referring to their favorite farm produce.
  • Manually created links are acquired through deliberate link-building activities. This includes things like getting customers to link to your website or asking influencers to share your content.
  • Self-created links include practices such as adding a backlink to an online directory, forum, blog comment signature or a press release.

Off-Page SEO Unrelated To Backlinking

While gaining links from external websites is the most frequently practiced off-page SEO strategy, almost any activity that a) takes place outside of your own website and b) helps to improve your search ranking position could be considered as “off-page SEO.”

  • Social media marketing
  • Guest blogging
  • Linked and unlinked brand mentions
  • Influencer marketing

However, it is important to note that the net result of each of these activities is to create a reference to your site from elsewhere on the web — whether it’s a reference to a link, a mention of your brand or website, or something else.

Now that you understand the differences between on-page and off-page SEO, it is time to choose a seasoned 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!

How Content Marketing Makes Your Website Look Better

Imagine you are a customer looking for an HVAC service. Your AC is starting to make weird noises and when you walk over to it you notice an odd smell. Previous experiences with AC units tells you that water is trapped somewhere beneath creating mildew and potentially bigger issues. You want to fix the problem but you have no idea how to do it yourself so you seek out someone more qualified to do this.

Thanks to your general knowledge of HVAC you feel that you have a pretty good idea of what a good HVAC company will look like. So you go on Google and look up “AC Repair” and begin to browse. You find two in your area with positive reviews and need to pick between the two. One of the websites is extremely busy. There is a lot going on throughout it and finding information is kind of a chore. On top of this the information you can find is scarce.

On the other hand you have a second website that is not only far easier to navigate, but has plenty of info about their HVAC services. In fact, every single web page they have is full of content telling you how great their service is. They even have an entire page dedicated to the exact problem you are dealing with right now.

Of these two websites which company are you more likely to seek out the service of? More than likely it is going to be the services of the website that is full of content and even managed to address the exact problem you are having. This is an example of the edge that having great content marketing on your website can do for you. The better your content marketing, the better your website looks.

How to achieve great content marketing

The path to great content marketing is something that sounds far more simple than it is and it is to make sure your website has as much content as possible and be sure that content is at high quality. When someone is seeking out a service they are going to look for someone that not only sounds qualified but plays the look of it as well.

Consider your website to be the first impression that you ever give a customer. If that first impression is related to having a difficult time finding the information they are seeking, a lack of information from what they do find, and a complete disregard for the user experience then that is going to put you at an immediate disadvantage. You want a website that will draw the user into your website not push them away from you.

One way to draw them in is to feature plenty of information for them to consume. Let’s go back to the HVAC example. If someone is seeking out an HVAC service then they are going to want plenty of information on what services you provide for your HVAC service such as AC Repair and AC Maintenance, but if you live somewhere that has harsh winters then you will want pages that also showcase Furnace repair, installation, and maintenance.

Identify who you are trying to appeal to. Most HVAC companies apply their services to both residential properties and commercial properties, but if you are a company that focuses in only one area then you will want to showcase that. Especially if you are a business that provides a service meant to sell to other businesses.

So make your website show this from the start through your content. If you are someone that specializes in working with other businesses then the user should be able to see this as soon as they start looking through your service pages. Alternatively if you are someone that really wants to focus on residential customers then that is who your content should be driven towards. If you want to have both then do your best to show that you offer an even amount of services for both.

Should my content for commercial and residential be separate?

Absolutely, yes. Even if the service you are providing is similar, let’s use HVAC as an example again, there are going to be major differences in how you approach your potential customer base. If you are offering an HVAC service then residential customers may be more comfortable knowing that you are someone that is very clean and timely. You show up at the times requested and they do not need to call you back once the service has been complete. They want confirmation you are friendly and someone that can be trusted. This is their home you are working on after all.

A commercial business on the other hand you will be working with completely different HVAC units. Likely larger, more complicated, and in need of maintenance more often. They want to know that you are qualified to get the job done, can do so quickly, and offer a rate that the commercial business considers fair. There are similarities to the residential job, such as being able to perform the job in a timely manner, but the key points that may make them take on your service will be different

Keeping the two separated is a good way of making sure you show your best self to each potential customer base. Showing this through your content is a great way for the user to see that you understand the different needs of different people.

Need help with this? Contact The AD Leaf

Does all of this sound like a lot of work that you don’t have time for? Yes you want your website to be better but you are a busy person that does not know the first thing about content marketing. Well those of us at The AD Leaf would be happy to help you.

We love turning websites into the best they can be with the best content possible. Call us at 321-255-0900, email us to @info@theadleaf.com, or use our contact page and set up a consultation. We will be happy to explain to you how we can give you the best possible content marketing and take your website from good to great. 

Social Listening- Take Your Social Media to the Next Level

“The customer is always right” has been the rule of thumb for as long as businesses have existed. Return business depends on the customer feeling valued. Being valued begins with listening.  Listening to the customer means not only hearing them but understanding what they want.

This concept is put into practice by a business by listening to the customer and what they want. This practice is no different on social media when it comes to your company’s brand and what you are putting out into the world for the customer to see. A practice and example of this that I was taught early on in my career, paraphrasing, “My favorite color is blue but that doesn’t mean I can put blue everywhere and use it in every campaign. I am catering to the customer and their desire. Just because my favorite color is blue does not mean that it is everyone else’s favorite color.” 

As humans, we are visual beings when it comes to consumerism. We make a judgment based on the first thing we see. If what we are seeing is not desirable, we move onto something else that does catch our eye. Listen to your new followers and most importantly, returning customers on social media to what they want to see. They are your audience, connect with them.

By ignoring what our audience wants we are disconnected from them. When we are disconnected from our audience, we cannot service or leave an impact on them. Companies often guess at what an audience wants to see versus listening to what they want. If any of this applies to your company, make a plan of action and ask yourself questions: “Who is the audience? What do they want to see? What could be a more effective way of connecting with them? What performs the best and gets the most engagement?”

Companies monitor their social media, which is a necessary part of a social media campaign, but it is taking bits and pieces of information versus looking at the whole picture. Engaging with your customers and assuring them that their comment has been seen is great, but did you listen to that person when they made a comment? Proper social listening means looking at the industry your company belongs to as a whole versus your one small piece of it. What is working for other companies that might be more successful than yours? How could you use it as inspiration and do something similar, but more importantly, better? 

Let’s look at social listening and social monitoring from a business performance perspective. Imagine you are a business owner with more than one location. If one of your locations was performing better than another with the same location to customer ratios you would listen to the customers leaving poor reviews and initiate some type of change as a result. This change would be put into motion with an investigation as to why one store is getting better reviews than the other. For example, if a review was left saying “Business- Location A is much more attentive when I come in to shop than Business-Location B, it takes ten minutes for someone to ask if I need help at Location B and at Location A someone is ready to help me as soon as I walk through the door.” As a business owner, you want both locations to be equally successful, so you would address the customer and acknowledge their complaint. Next, you might put a standard in place to greet customers and ask if they need help when they come into the store versus waiting until they look like they might need help after a period of time. By addressing the customer, you are monitoring the issue and bringing awareness to it but taking it that one step further to make a change in your store locations you are listening.

With that example in mind, look at your social media campaign the same way. If a specific type of post is performing better than another, listen to what your audience is saying and make a change. Research other companies in your industry and see if their top-performing posts are similar or different from your top-performing posts. If they are different see how you can change a type of post that is not performing as well as you want to align closer to what your audience is responding positively to. Making a change to a low engagement post has no negative outcome. If the post responds equally or worse than the original, you can always go back to the original style of the post but if it performs better than you’ve created more brand awareness and listened to what your audience wants.

Social listening can improve the health of your brand, give an insight into what works versus what doesn’t, and analyzes the competition versus your company’s campaign. Take advantage of your social media analytics to get further insight and start listening to your audience engagement. It is important to let your audience know they are seen, but it is even more important to let your audience know they are heard. An audience member on social media who feels heard but is not an existing customer could potentially be your next biggest and most loyal customer to date.

At The AD Leaf we understand that not every business has the extra time to invest their full efforts into social media. We are here to listen to your needs so that your customers can feel heard on social media, contact us via our phone number, 321.255.0900, or set up a consultation at TheAdLeaf.com, or you can email us to info@theadleaf.com. We look forward to hearing from you soon!

When Was The Last Time You Reviewed Your Website Content?

With the COVID-19 pandemic impacting the entire world it can be difficult to think about the contents of your website. If you are a business you’re likely more worried about staying afloat, keeping everything running as status quo as possible, or maybe even re-opening.

However, as the world begins to slowly re-open, and many businesses open their doors again it might be the perfect time to take a look at your website and review it. Go through your pages and make sure they are updated. Give yourself some time to make sure everything is up to date and that your website is filled to the brim with content.

You might be asking yourself why any of this is important. Well, the fact of the matter is that in today’s day and age of Google, having a website full of updated content is imperative to success. The more people who see your website are the more people who will see your business. This means more customers.

What is it that makes this successful though? Why is having a website full of updated content good for your business? Well let us start with where it always seems to begin with content marketing and that’s SEO.

Content=positive SEO

While understanding the analytics of SEO and Google is difficult, we know that ranking well on it typically leads to more success for businesses. The better you’re doing in SEO the more likely it is people searching for your service will stumble upon your business and if they’re searching for your business that likely means they want to use your business.

If you have not reviewed your website in awhile you should go through and see if there are any pages that seem particularly empty or bland. If you’re an Italian restaurant, and your website has a page about what makes your style of Italian special, consider looking at your word count. If it is anything below 800 then you are likely not giving yourself a fair shot on SEO.

The more content on your website the better you are going to do with SEO. Now, this does not mean to just start stacking your website with service pages and call it a day. You need pages that are filled with words and meaningful content that search engines like Google will give preference to.

Keep content updated

It’s good to just have your content up to date every once in a while. Maybe there’s a service on one of your pages you don’t offer anymore, or even better there’s a service you recently started offering that needs to be advertised more. When you take time to sit down and review your website this is also a chance to clean it up and keep it up to date.

Your website is like a giant billboard. You don’t want an old billboard on the interstate that doesn’t have the most up to date info and you don’t want your website to be a year behind on content. Even when a pandemic isn’t taking place it’s just a good idea to spend time once a year to make sure your update is up to your own personal standards.

An extra plus to this is that when you do keep your website updated it also helps you in SEO. When you are updating fresh and new content to your website on a consistent basis, you’re doing more to help with your SEO than if you were to just leave it alone for five years. Of course, the content always needs to be accurate and original.

 The AD Leaf can help

If all of this sounds overwhelming then don’t worry, because at The AD Leaf we have an expert team of SEO specialists and Content Marketers that understand exactly how to fill out a service page with great original content. Our team understands this better than anyone because we dive ourselves into it so our clients don’t have to.

If you need help preparing your website for re-opening, update it, or just need help understanding where to get started then give us a call at 321-255-0900, set up a consultation appointment at TheAdLeaf.com or email us at info@theadleaf.com and we can help you understand why updating your website with content is the key to success. We look forward to helping you!

SEO services

How SEO Services Can Help Boost Your Sales and Revenue

Are you a brick and mortar company that’s looking to establish an online marketing presence? Interested in marketing your products or services online, but you just don’t have additional time to learn digital marketing techniques? If you want to promote your product or services online in the most effective manner, you cannot overlook the importance of SEO services for your business. If you’re not aware, the purpose of SEO is to make sure that your website gets optimized so that you can get maximum revenue through increased traffic in the least possible time. When a team of qualified SEO professionals comes up with an effective strategy – in partnership with you – to increase traffic to your website,  it is a correlation to help increase your revenue. Essentially, the more traffic you can direct to your website, the greater the chances that you can convert them to paying customers. It doesn’t matter if you are a startup or an established firm. Quality, professional SEO services are necessary to make an impact to help boost your sales and revenue.

How SEO Services Can Help Your Business

Although we believe content is king to help you rank on top of Google and other search engines, simply loading your website with well-written content is not enough. Also, building an attractive website wouldn’t simply bring in more traffic and conversions. Understand that having a beautiful website without any marketing is basically a business card online. There is so much competition out there and so many challenges in the world of digital marketing, that it will take tremendous manpower to optimize your website and have it successful for the long term. Search engine optimization is not something you do part-time or with minimal effort. You need a team that’s familiar with SEO best practices, who understands your business goals and come up with a long-term strategy to help you achieve them. We believe this is what it takes to become competitive in 2020 and beyond.

In the end, effective SEO services are designed to bring the right visitors to your site, hold their attention, and convert them to customers. Entrusting the right SEO company with your digital marketing campaign allows you to do what you do best and focus on your core competencies, which is your business. A good team of SEO professionals will work you as a partner of your company to employ the latest and most ethical tactics to make your website rank high on leading search engines.

Here are the SEO services and techniques they can provide for you below:

SEO professionals work to implement these different strategies while keeping your business goals in mind. Their tactics allow your website to maintain its position even in the face of Google’s ever-changing search engine algorithms. A reliable firm will provide you with timely reports to let you know where your website stands and the progress that it is gradually making.

Now that you understand the importance of  SEO services, 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.

 

Using Social Media To Reopen Your Business

With many social restrictions being lifted within the next month, how do you plan to reopen your business? Chances are a social media method of marketing that has come to your mind. After all, marketing is the most effective way to get a message out to the public. Whether you’re a local restaurant, a flooring center, or a specialty store you’re probably very eager to open your doors to the public and begin to operate your business again. One of the most effective ways to ensure a successful reopening is by using social media to keep in contact with your customers and keep them updated on your company.

 

Companies that have actively utilized social media during the stay at home order have the biggest advantage. By keeping communication clear and readily available they will be fresh in the minds of customers who are looking forward to returning to normal life and supporting businesses again. Companies that have canceled communication or haven’t used social media to engage with their customers will have a harder challenge when reopening. A startling fact is that 62% of Americans get their news updates from social media. With that being said, keeping an open line of communication with your customers has never been more important to your business. If your company is currently not using social media during this time, don’t delay any further, update your customers of what’s going on for your company, don’t disappear on your customers when they need you most! 

 

One of the most beneficial things your business can do on social media to announce your relaunching is by creating a Facebook ad. You can use these ads to target locations, demographics, and interests to directly target your desired audience. These ads will be able to be seen by hundreds to thousands of people per day and possibly, even more, depending on your budget and ad duration. You can also choose different campaign objectives such as brand awareness, traffic to your website, lead generation, and even a call now button to get your customers engaged and ready to do business with you. A great way to utilize these is to discuss the plans of your company when your door reopens. Are you running any specials, discounts, or events? Are you changing your companies service lines or structure? These are great things that you can promote to bring the attention back to your brand. There are also other social media ads that you can run such as Pinterest ads that also can effectively capture the attention of your target audience to bring business back to you when you need it most. Visibility and getting noticed should be one of your biggest goals for marketing at this time. Without visibility, your customers will not know if you are open or closed which can be especially damaging when your customers need you most. Many people have been quarantined for over a month and returning to normal life is one of their main priorities moving forward. Now is the time to let your customers know what’s going on and get them excited about your brand. 

 

Using social media to communicate with your customers as well as engage with them also shows that your brand has a personable approach. With everyone dealing with hard times, now is the best time to show the vulnerable side of your company. Use it to show empathy, and show ways that you’re helping in the community and with your customer. Show ways that you are helping your workers or keeping them safe such as social distancing and sanitary practices. Difficult times like our current situation show the true character and values of a company. Use this to your advantage to show your customers why they can trust you and should do business with you. Companies that can handle the situation well and show that they care will be able to capture the most business and trust of the customer. 

 

It doesn’t have to al be about business though. Social media can also be used in a lighthearted approach to keep customers engaged while also having some fun. Some great ideas would be to have customers share their experiences and photos on your company page. You can also hold contests that allow customers to engage with your account to be entered into a drawing or raffle for free prizes and services. Many social media users have been bombarded with news updates about the coronavirus and seeing a post unrelated to the virus that allows them to have a little fun can be very appealing to the customer. Change up your social media posting strategy to give your customers an escape from reality while keeping them engaged with your company. 

 

By following these social media techniques along with an effective reopening strategy you will be able to open your business back up successfully and resume business with your customers and hopefully gain some new ones in the process. Now is not the time to retreat from social media and your customer, now is the time to re-evaluate your strategy and reconnect with your customers. Are you interested in reopening your business with the help of social media? We can help you! Contact us by phone at (321)-255-0900 or by email at info@theadleaf.com

5 Reasons Every Small Business Should be Using Content Marketing

We all know that paid advertising produces results and drives traffic to your website. If it didn’t, why would we be paying for it, right? The truth is nearly over 200 million people use ad blockers on their desktop or laptop and over 615 million devices have ad blockers installed as well. This means that paid advertising just isn’t as effective as it used to be. So how do you, as a small business owner, combat the decline in paid advertising? Easy. Content marketing. 

When you hear “content marketing”, the first things that pop into your mind are probably “blogs” or “articles”, right? Well, content marketing is so much more than that. Content marketing should be a long-term strategy to help build a strong relationship with your audience and provide information that’s relevant to them. While paid advertising is designed to get something from the audience, content marketing is about providing value to your customer in order to build trust and establish yourself as an expert.

We know the time and effort it takes to write quality content probably isn’t something you’re focused on right now, but here are 5 reasons why you should consider making time:

 

1. Greater return on a small investment

Content marketing typically costs about 62% less than traditional and outbound marketing tactics. In addition to a lower cost, it usually generates 3 times the number of leads. This only works if you are utilizing your content in multiple areas of your digital marketing campaign. If you’re spending the time writing this content, you’ll want to ensure that you’re using this content in your social media campaign, email marketing campaign, and other areas when possible. 

 

2. The Ability to Promote Yourself Without Selling Yourself

While most customers follow you on social media or subscribe to your email campaign because they really do want to hear from you, they don’t want to hear about your promotions 24/7. You might get a great reaction the first or second time, but the third time will definitely fall flat. Content marketing gives you the ability to talk about why you’re the best of the best without offering a sale or promotion. The best way to do this isn’t to talk about why you or your company is the greatest thing since sliced bread. You should focus on what’s going on in your industry and how that relates to you and your consumer. This will show that you are up-to-date and in-the-know about what’s going on, further building trust with your consumer. 

3. Increase Your Organic Search Visibility

You might feel discouraged knowing that some of the big names in the game are producing content on a regular basis, but don’t let that stop you from writing. Even though big brands are taking their fair share of the market, it’s possible for a small business to take a piece of the pie too. What matters is quality content that’s relevant to your industry. When it comes to ranking organically, Google will always be in favor of quality over quantity.  

4. Solidify Your Brand as a Resource

There’s an authority in every industry, right? So why can’t it be you or your company? If I asked you who is the industry expert in your field, you’d probably be able to tell me their name right away. Chances are, the person or brand you name is cranking out content that you love and consume on a regular basis. The more your customers come to you for resources and information, the more likely they are to come back to you when it’s time to make a purchase.

5. Keep Your Website Fresh

Let’s be real, when’s the last time you updated your website? I’m going to guess it’s been a while. The search engine God that is Google loves fresh content. When crawling your website, they’re looking for things like when your website was first created, how often content is updated, and other metrics like traffic or engagement. When you’re regularly adding or updating content to your website, you’re letting Google know that you’re relevant and that goes a long way when the algorithm is trying to figure out where to rank your website. 

At the end of the day, we know you don’t have time to write content for your website on a regular basis. You’re busy running your business and meeting the demands of your customer. That’s why we’re here to help. To learn more about our Content Marketing services, give us a call at 321-255-0900.

Your Brand and Pinterest

For many years, companies have shied away from utilizing the incredibly visual platform, Pinterest. We believe this is because from early on, Pinterest began to brand themselves to speak specifically to and address the needs of a younger female demographic.

But the tides are changing.

Now, more than ever, 40% of new sign-ups are actually men, says Pinterest. Pinterest is a massive platform, though not as large as say Instagram or Facebook. But it’s growing. Pinterest has 322 million global active users, which has 200 billion pins saved.

Pinterest, according to some of these analytics, means that this platform is nothing to shy away from when it comes to your brand. 

You see, Pinterest is unique in that it’s  a place where users go to do primarily two things:

  1. They are going to make a purchase, and Pinterest helps users discover this.
  2. Pinterest users may be trying to decide what they want, and go to Pinterest to discover what that actually is.

Pinterest has a whopping 83% of its weekly Pinners actually made purchases based on the content they saw while scrolling! Seventy-seven percent of weekly Pinners discovered a new brand. The bottom line here to note is that Pinterest is a place all about the user, and a place to create something for themselves.

However…

With all of these incredible metrics, did you know that an alarming 97% of the top pins are actually unbranded? When we talk about a brand, what we are meaning is a company identity as seen through their content. Almost all of the top-pins have no identity if you will. Do you know what this means? It means there is a massive void, and dare we say opportunity, for your brand to stand out in this vast space? We believe so. This factor, along with a few other points we will mention here in a minute, show us that Pinterest may just be the secret weapon your brand needs.

So here are some helpful tips on branding from Pinterest themselves

  1. Brand Your Pins: As we stated earlier, 97% of top-searched pins are actually identity-less. They have no brand. This means that when you see a pin that may be performing well but may not be converting as well as it could because it’s not branded. According to Pinterest, when companies branded their pins and ensured there was a cross-platform brand continuity, they saw a 13% conversion rate increase! So before you go to post that pin, ask yourself if your image has a logo? What about the image itself; is it visually striking and clear? Is it vertically oriented? What about the text? Do you have a text overlay that is clear and to the point, along with clear titles, captions, and hashtags? These are just a few quick questions to ask yourself to help take your brand to the next level!
  2. Think “mobile”: What we mean by this one, and we thought it was a brilliant point, is to design for the user’s cellphone, not necessarily a desktop. According to Pinterest, 85% of their users are accessing their platform through their phones. It’s important to use your content and the pages you are sending people to are mobile-friendly. This means ensuring the font is screen readable and content is optimized for a cellphone.
  3. Brand Continuity: We touched on this a moment ago, but ensure that not only your pins but also the pages you are linking your pins to all have the same branding will help your users not feel as disjointed and create a more pleasant user experience. A simple audit of your accounts can help alleviate this with the same logos, banners, and color schemes being implemented. 
  4. Set-Up Shop: You can also create an online shopping experience through Pinterest! And with their catalog feature, you can link your brand’s page to your Pinterest page to make shopping a breeze. And if you are worried that you will have to adjust your Pinterest every time you add an item to your eCommerce store, don’t worry! Their catalog updates your Pinterest automatically though the data link so updating is not a hassle across platforms. 

Some Freebies for you on your Brand’s Journey to harnessing Pinterest

  • Pick and eye-catching image.
  • Reference Pinterest’s incredible amount of free information such as their yearly calendar that shows trends to help you research and strategize with monthly and yearly data.
  • Use video, and forget the audio (but don’t forget the text overlay).
  • Think like your audience when curating content. Pinterest is a place where people go to discover what they want, or make purchases. 
  • For more resources, check out their blog: https://business.pinterest.com/en/resources-and-guides

The more we at The AD Leaf research and utilize Pinterest, along with the shifting marketing landscape, the more we see Pinterest as becoming a heavy-hitter, especially for all of your visually strong brands and those who are selling items or services. If your brand is wanting to harness the power of Pinterest, or simply looking for some marketing help, The AD Leaf is ready to take your business to the next level today. For questions on who we can help, please visit us online at www.theadleaf.com