Category: Content Writing

Content Marketing Strategy

How Content Marketing Makes Your Website Look Better

Posted on | by Brian J Wallace
Content Writing, Marketing

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 A Great Content Marketing Strategy

The path to a great content marketing strategy 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 services 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 To Come Up With A Content Marketing Strategy? 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 as well as coming up with an effective content marketing strategy. 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. 

website content

When Was The Last Time You Reviewed Your Website Content?

Posted on | by Brian J Wallace
Content Writing, Marketing

The Power of Fresh Website Content & Why It Matters for Your Brand

Your website serves as your digital storefront, and just like a physical store, it needs regular upkeep to remain appealing and relevant. Whether you’re a small business or a large corporation, routinely refreshing your website’s copy can improve your search engine rankings, attract new customers, and stay ahead of the competition.

With so many sources for intriguing, informative, and entertaining content online, keeping your website fresh and updated is no longer optional. If visitors land on outdated pages with stale content, they may assume your business is inactive or that your information is unreliable. More importantly, search engines like Google reward websites that consistently update their content, helping you climb the rankings and reach more potential customers.

Fresh is Best for SEO

Search engine optimization (SEO) is a fundamental part of digital marketing, and content freshness plays a crucial role in how search engines assess and rank your website. Here’s why fresh content is so critical for SEO:

1. Frequent Indexing by Search Engines

Search engines constantly crawl websites to determine their relevance and authority. When you update your content regularly, search engine bots revisit your site more often, increasing the chances of better indexing and improved rankings.

2. Higher Search Rankings

Google’s algorithm values relevance and freshness. Websites that consistently publish new blog posts update service pages and refresh product descriptions are more likely to rank higher in search results than static, rarely updated sites.

3. More Keyword Opportunities

Each time you create new content, you can include valuable keywords and long-tail search phrases that potential customers are searching for. These keywords on your website can attract a broader audience over time just by staying current on content.

4. Increased Organic Traffic

Fresh content encourages repeat visits from both users and search engines. When you regularly publish informative and engaging material, users are likelier to share it, boosting organic traffic and brand visibility.

Evergreen & Trending Content Matters

Did you know that 68% of online experiences begin with a search engine and that Google owns 91.61% of the search engine market share? Source: (https://aioseo.com/seo-statistics/) This illustrates how important your brand is to rank well on Google and other search engines.

Keeping your website’s content updated isn’t just about satisfying search engines. 

Utilizing a mix of evergreen content that will remain relevant for years and the recent trending copy can deliver value to your audience and keep them engaged. Here’s why refreshing your content should be a priority:

  • Establishes Industry Authority: Regularly publishing high-quality content like blog posts, case studies, and expert insights can position your brand as a thought leader.
  • Enhances User Experience: Visitors are more likely to stay on your site and explore further when they find up-to-date and relevant information. Outdated content can lead to frustration and higher bounce rates.
  • Keeps Your Brand Competitive: If your competitors consistently publish new content while your site remains stagnant, they’ll gain an edge in search rankings and audience engagement. Staying competitive requires maintaining fresh, compelling content that resonates with your target market.
  • Aligns with Business Growth: Your website should reflect those changes as your business evolves. Whether launching new products, updating services, or rebranding, your content should communicate these developments clearly to your audience.

Stay Current in Today’s Evolving Digital Environment

At The AD Leaf, we understand the importance of maintaining a dynamic and engaging online presence. Our team of experienced content creators, SEO strategists, and digital marketers is here to help your business thrive by providing fresh, high-quality website content tailored to your unique needs.

Our Content Marketing Services Include:

  • Custom Content Strategy: We develop a personalized content plan that aligns with your business goals and target audience.
  • SEO-Optimized Blog Writing: Regular blog posts crafted with relevant keywords to improve your search engine rankings.
  • Website Copy Updates: We refresh outdated website pages, ensuring your brand messaging is current and compelling.
  • Landing Page Optimization: Conversion-focused content that drives leads and sales.
  • Social Media and Email Marketing Content: Engaging copy for multi-channel marketing strategies to expand your reach.

Don’t Let Your Website Go Stale

Investing in fresh website content isn’t just a one-time task but an ongoing process yielding long-term benefits. Regular updates improve your SEO and enhance your brand’s credibility and user engagement. At the same time, it may seem like drops of water in a bucket, but over time, those drops will add up to a library of solid and relevant content that will make you an authority on search engines.

Why The AD Leaf?

Trust The AD Leaf to help you stay ahead of the curve with professionally written, search-engine-friendly content that keeps your audience coming back for more. By partnering with The AD Leaf, you can focus on growing your business while we care for your content needs. 

Our team ensures your website remains fresh, informative, and optimized for search engines and visitors. Learn how we can revamp your website, social media, and blogs to drive measurable results for your business!

 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!

5 reasons small business content marketing

5 Reasons Every Small Business Should be Using Content Marketing

Posted on | by Brian J Wallace
Content Writing

5 Reasons Every Small Business Should Be Using Content Marketing

Paid advertising has long been the go-to strategy for driving traffic and getting quick results. However, the content marketing landscape has undergone significant changes. With over 200 million people using ad blockers on desktop and more than 615 million mobile devices equipped with the same, fewer people are even seeing your ads, let alone clicking them.
So where do small businesses turn when traditional advertising hits a wall? The answer lies in content marketing.

Content marketing does more than fill a blog. It builds trust, nurtures relationships, and positions your brand as a valuable resource. Instead of chasing your audience with ads, you invite them in with valuable, relevant content that solves problems and answers questions. It’s an innovative, sustainable approach that pays off, especially when integrated across your entire digital strategy, from email marketing to social media.

Additionally, today’s consumers are more informed and discerning. They want to engage with brands that provide genuine value before making a purchase. By delivering educational, entertaining, or inspirational content, you meet them where they are in the buyer’s journey, without putting pressure on them. Over time, this content fosters a relationship that facilitates sales more easily and organically.

Wondering about the best methods for marketing your brand to the largest possible audience? Here’s why content marketing deserves a place in your business growth plan:

1. Achieve More With a Smaller Budget

Content marketing typically costs 62% less than traditional advertising, yet it delivers up to three times the number of leads. When used strategically, it becomes a high-ROI engine that feeds your entire marketing ecosystem. Repurpose your content across your email marketing, social channels, and even local SEO efforts. One piece of content can work hard in many places. The more you create, the more tools you have to nurture leads and close sales over time.

2. Build Credibility Without the Hard Sell

Constant promotion gets old fast. Content marketing allows you to stay top-of-mind by offering insight, not just offers. Share industry trends, customer tips, and behind-the-scenes perspectives that show your knowledge and authenticity. When customers trust your expertise, they’re more likely to choose your product or service when it counts. Thoughtful content also positions you as a thought leader, which boosts your perceived value in a crowded market.

3. Improve Your Organic Search Rankings

Big brands aren’t the only ones that can rank well on Google. Quality, relevant content can elevate your visibility, even in competitive spaces. Google favors fresh, helpful information over sheer volume, which gives smaller businesses an edge when they focus on relevance and consistency. Strong content that incorporates local SEO strategies also helps you get found by people in your area who are actively searching for what you offer. Better rankings mean more clicks, and more clicks often mean more customers.

4. Strengthen Your Brand as a Trusted Resource

People remember the businesses that consistently provide value. When customers see your brand as a go-to source for answers or inspiration, you naturally build loyalty. The more helpful your content, the more they come back, and not just to read. Over time, a well-maintained content library becomes one of your most valuable digital assets. This type of trust-driven brand development plays a significant role in converting casual visitors into repeat buyers.

5. Keep Your Website Fresh and Engaging

If your website hasn’t changed in months, search engines take notice, and not in a good way. Google prioritizes websites that update frequently with relevant content. Every new blog post, article, or update signals that your business is active, engaged, and worth ranking. Regular content updates also provide your visitors with a reason to return and engage with your site, thereby improving performance metrics across the board. A content-rich site also gives you more opportunities to answer specific customer questions and turn that search traffic into conversions.

You’re juggling a lot as a business owner, and writing content probably isn’t at the top of your list. That’s where we come in. Suppose you’re ready to build your brand, increase visibility, and maximize your marketing investment. In that case, we’re here to help with expert content marketing that integrates seamlessly with your email marketing and local SEO strategies.

Contact us today at 321-255-0900 to discover more about our content marketing services and how we can help achieve your brand development goals. At The AD Leaf, we make sure that your brand is getting the most exposure and making the largest impact possible. Find out how we can help transform your business today.

Different Kinds Of Content Marketing

Posted on | by Brian J Wallace
Content Writing, Marketing

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

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

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

Podcasts

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

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

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

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

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

Webpages

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

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

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

Social Media

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

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

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

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

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

E-Commerce: No Longer Just for Corporations

Posted on | by Brian J Wallace
Content Writing

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

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

content marketing

How to Make Your Small Business Stand Out With Content Marketing

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

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

 

Create Content That is Your Own

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

 

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

 

Create Content That is Dynamic and Exciting 

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

 

Create Content That Will Work for You

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

 

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

Digital Marketing Strategy

Why Businesses Need Digital Marketing To Survive COVID-19

Posted on | by Brian J Wallace
Content Writing, Email Marketing, Graphic Design, Marketing, Pay Per Click, Search Engine Optimization, Social Media, Website Design

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!

Marketing Agency

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

Posted on | by Brian J Wallace
Content Writing, Email Marketing, Graphic Design, IT Services, Marketing, Pay Per Click, Search Engine Optimization, Social Media, Website Design

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

Posted on | by Brian J Wallace
Content Writing, Marketing, Pay Per Click, Social Media

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.

Digital Marketing in Melbourne FL

Digital Marketing Trends To Look For In 2020

Posted on | by Brian J Wallace
Content Writing, Marketing, Pay Per Click, Search Engine Optimization, Social Media

Digital Marketing in Melbourne FL Trends For 2020

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

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

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

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

Customer Experience

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

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

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

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

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

Strategic Marketing Transformation

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

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

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

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

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

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

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

Personalization

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

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

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

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

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

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

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

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

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

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

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

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

AI/automation

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

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

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

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

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

Voice Search

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

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

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

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

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

Focus on Customer Retention and Loyalty / Customer Advocacy

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

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

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

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

Be Ready for 2020

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

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

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