Why Branding Matters

Business ideas come from all different directions. Maybe one day you woke up with an idea in your head, ran into an annoyance you knew you could fix, or perhaps your business has been your life goal from an early age. No matter what way you’ve come up with your plan or what industry you’re in, one thing always rings true: you’re not likely to get far without a fully rounded out brand identity. 

What is a brand identity? Essentially, it’s the culmination of everything that makes up your brand and, in turn, how it makes consumers feel. It’s your logo, packaging, voice, mission statement, value, strategy, and so much more. The thing about branding is, it’s very easy to get tunnel vision when you’re handling it all on your own. You know your product or service is great. You know you’ve put time and immense effort into honing your craft. The thing is, consumers don’t know that and they aren’t likely to take the time to figure it out. That’s where branding comes in. Your brand is what builds interest and trust, and interest and trust lead to sales! 

Take a step back and look at your product or service and ask yourself these questions: 

  • Is my logo eye-catching and clear?
  • Is my packaging professional and matching or exceeding that of my competition? 
  • What is it exactly that I’m offering that my competition isn’t? 
  • Is my site fast, user-friendly, and mobile-friendly?
  • Am I advertising on the right platforms?
  • Am I on the right social media platforms and engaging with them correctly?
  • Is my pricing fair? 

If you don’t know or are unsure the answers to these questions, you need professional branding help! By working with a company outside of your circle of friends, family, and colleagues, you’re able to get an unbiased opinion of your brand and the position of your company in comparison to any competitors you may have. 

The good thing is, there’s no need to panic if you think your branding isn’t where it should be. That’s where The AD Leaf comes in! By working with a full-service marketing agency, you can rest assured that every aspect of your branding will be cohesive and intentional. If you’re looking to establish your brand from scratch or would like to rebrand what you currently have, reach out today! 

The AD Leaf Marketing Firm LLC. is a digital marketing firm located in Melbourne, Florida, that provides complete Digital Marketing Services for every industry. To schedule a free consultation, call us today at 321-255-0900.

Why Brand Awareness / Reach Ads Should Precede Lead Ads

For marketers, the choice between brand awareness and lead generation can feel like a boxing match. ‘Awareness’ fights to increase the size of your audience, while ‘lead gen’ limits your audience to a group of people who are willing to trade their contact information for your services.

There’s a simple formula for choosing brand awareness or lead generation. To determine the best strategy for your social media campaign, consider the benefits and drawbacks of each. When used effectively, the two strategies can complement each other and there are times when you might need to focus on one more than the other.

For instance, if you have a brand that has just starting their social media strategy and have little to no posted content and little to no followers on their page, it may be wise to start with a brand awareness or a reach ad. This will entice potential customers with awareness of your brand without asking them for their personal information. It’s simply getting your name out there to as many people as possible without asking for anything from them.

Look! We’re here. We exist. Did you know that?

Brand awareness creates visibility for your brand and what you offer.

There’s a good reason that brand awareness is the first pick for most marketers. Brands need to focus on attracting attention before lead generation ads can be successful. If no one knows about your brand and what they offer, they are much less likely to fill out a form with their personal information such as their phone number or zip code. That being said, it’s not always the need for personal information that turns potential customers away. It’s the time it takes to fill out a simple form that leaves them uninterested, especially if they know nothing about you, or have never heard of you.

Brand Comprehension

So let’s say you’ve been running a brand awareness ad for a few months. Your ad recall lift is high. Your page has a decent amount of likes and follows in a short amount of time. People know you and it’s starting to show. You have a base now. Now, you have brand comprehension because you’ve been running brand awareness ads for a few months. People see your ad and they know who you are and what services you offer. Now is the time to transition to a lead generation ad.

This same audience has been seeing your brand awareness ads on their feed for a few months now and all of a sudden, they desperately need the service that your brand offers. What are the chances they fill out your new lead form? BAM! Quality lead.

This is what makes lead generation ads work. Brand awareness. With brand awareness comes brand comprehension and knowing what your brand offers. People are very unlikely to fill out a form from a company they’ve never heard of because it takes too much of their now precious time. They are much more likely to fill out a lead form from your company, especially if they are in distress, because in their mind, they now trust your company and it will save them time to hire a company they trust, rather than a company they’ve never heard of.

Starting Cold

Alright. Now let’s go in the other direction, where you don’t have much of an audience or following on social, but you want to get going and start getting leads as quickly as possible. You know you don’t have much of a following, yet you decide to run lead generation ads, instead of brand awareness ads, hoping to get leads immediately.

You do this for months. Your page slowly grows, but your lead form is nearly vacant. You’ve had 3 leads in 60 days and at this point, you’re wondering where you went wrong.

The problem is actually quite simple. Nobody knows your brand or who you are. Your brand is not trusted and your audience is freezing cold.

The Process

It may be difficult to see a brand awareness ad as an investment, but that’s really what it is. You need to put money in knowing full well you probably aren’t getting an immediate return. Your brand needs to be noticed. It needs to be easily recognizable and quickly comprehended, and brand awareness ads are the way to do that.

Once your audience knows you, they know they can trust you.

Why Do I Need Marketing?

The question that comes up most frequently with clients is, “Why do I need marketing?” Many businesses feel as though they are already established in a community and do well with minimum effort. Yet, many don’t realize that the power of marketing can boost revenue and take sales to the next level. Plus, 2020 has shown us it is crucial now more than ever to be proactive in our sales process versus reactive. 

What Is Digital Marketing?

Previously, traditional marketing consisted of billboards, brochures, print ads, and other face-to-face avenues to increase leads. However, as the world became increasingly digital, those regular marketing avenues are slowly turning obsolete. Print ads now exist on social media channels or search engines. Billboards have turned into brand recognition-focused videos. Brochures are available with email captures on a website. Digital marketing focuses on all the tools available online and harnesses them for a business’ success. This also allows all companies to be able to afford digital marketing. Previously, only the elite could afford monstrous highway billboards. Now, every business, regardless of its profit margin, has enough capital to invest in a great digital marketing strategy.

Digital Marketing Benefits

For minimal cost, many businesses within a few weeks begin to see digital marketing benefits. These benefits are dependent upon the goal. If a real estate agent wants to increase Open House visitors, the benefit of keyword advertisements, targeted email campaigns, and social ads would help the agent. However, this strategy doesn’t work for every agent. If the agent is commercial, international, etc., there needs to be a different digital marketing strategy. 

The best marketing agencies tailor their offerings to a client’s goals and target demographics. Then, a plan is created to achieve those goals. 

Digital Marketing Costs

Digital marketing is incredible, but what does it cost? Unfortunately, it is hard to give a straightforward answer as each business will have a different strategy and therefore differentiating costs. However, The AD Leaf prides itself on our willingness to help enterprises to gain the maximum marketing potential from its budget. For example, maybe it is just a single-page website with an email campaign to start, then as revenue grows, the marketing efforts can as well. Our goal is to help you be successful in any way we can.

Let’s Make Your Goals a Reality

Ready to see how we can improve your revenue? Give us a call. We will be happy to discuss your goals and work together to make them a reality. 

The AD Leaf Marketing Firm LLC. is a digital marketing firm located in Melbourne, Florida, that provides complete Digital Marketing Services for every industry. To schedule a free consultation, call us today at 321-255-0900.

Persisting During The Summer Slowdown

Contrary to what many might believe, the summer months usually see a decrease in business. This is because many consumers are saving money for the new fiscal year rather than spending it. The decline correlates to what is called the summer slowdown, a slump in business and profits. However, this does not mean that your marketing has to slow down. Keeping up with and maintaining your marketing channels can benefit your business despite the slowdown. 

Your social media accounts are an example of such channels. Business does not stop entirely during the summer, so your social media channels should not make it seem this way. Social media posts often increase by nearly 30% during the summer. Leaving your accounts vacant gives your company a negative impression, as inactivity makes it seem like you are out of business. This certainly should not be the case! Our social media team here at The AD Leaf recommends keeping up with current trends, holidays, and events. You can use these to create relevant social media posts and advertisements.

Email campaigns are also essential to keep up with despite the slowdown. As you might know, most of your campaign subscribers are most likely reading your emails on their phones. This means that they are aware of the company updates that your emails provide. It is vital to keep them updated regularly, especially when you have a sale or promotion starting. Enticing email subscribers with sneak peeks or special discounts in your summer emails can bring you great business.

Finally, the summer usually represents change as many people flock to the beach for a tan or the gym for a healthier lifestyle during this season. Working on your website’s SEO ranking and content could be a great thing to do during the dog days. It is essential to optimize your website’s contents so that it ranks higher on search engines. The demand for your products and services will persist in the summer, so make sure that your customers can find you.

Here at The AD Leaf Marketing Firm, our team is committed to promoting your business despite the supposed summer slowdown. We have highly experienced marketing consultants who have brought companies the results they need outside of their peak season. If you want to follow suit, contact our team! You can call us today at 321-255-0900 or send an email at info@theadleaf.com.

We look forward to providing you with marketing as long-lasting as the late summer nights.

Marketing Agency in Melbourne, Florida

The AD Leaf Marketing Firm LLC. is a marketing agency located in Melbourne, Florida. We are a small, home-grown business committed to marketing other businesses, big and small. Our mission is to connect businesses with customers in the most advanced and effective ways possible.

Marketing Agency Services

Here at The AD Leaf Marketing Firm LLC., we offer businesses several different digital and traditional marketing services to help promote what they have to offer. Here are just some of the things our expert marketing teams can provide to you:

Social Media Marketing Services

Many people now get their news and information from social media platforms such as Facebook and Twitter. With this in mind, these websites are also a great way to promote your business to your target audience. While determining what to post and when might be difficult, we have got your back. Our social media team can help you create the best social media marketing plan that will yield results. With our help, your social media presence can shine.

Search Engine Optimization (SEO) Services

Have you paid close attention to what businesses pop up when you search for something online? Companies often repeat essential keywords so that they are some of the first to be seen when that keyword is active. The purpose of search engine optimization, or SEO, is to put your business at the top of these rankings. Our SEO team can help analyze the best keywords to use on your website to be at the top of your engine’s search results.

Google Ads Management Services

Google is arguably the most popular search engine in the world. In fact, according to SEO Tribunal, “Google receives over 63,000 searches per second on any given day.” This is why it should come as no surprise that they provide ad space for businesses on specific keywords. Most of these spaces come in the form of strategic bids. We can help walk you through the Google Ads Management program to make sure you get the highest ad space bid possible.

Brand Development

With every company, there is specific branding that customers associate it with. Take, for example, how the golden arches represent McDonald’s. The importance of establishing your brand and developing brand integrity helps customers connect with you, remember you, and diminishes confusion. The building of a strong brand creates customer loyalty, drives sales and bottom-line profitability. 

These are just a few of the services that The AD Leaf Marketing Firm LLC. provides here in Melbourne. We offer many other services that can help elevate your business to the next level, such as website building and graphic design services. 

What Makes Our Marketing Agency Different

The AD Leaf doesn’t believe in a one size fits all marketing approach. This is because our agency works with clients across many industries and regions. Because of this, we use our diverse knowledge to implement effective, customized strategies to fit our client’s needs and budgets. The AD Leaf works hard to not only improve clients’ sales and business figures in Melbourne, FL, and elsewhere, but we strive to build relationships and develop thoughtful strategies to help their companies grow from the roots up.

Why Melbourne?

It may not be a household name in the way that our nearest metropolitan neighbor Orlando is. Still, Melbourne, Florida, is a bustling town that houses many small and large businesses. Because of this, The AD Leaf Marketing Firm LLC. is happy to be headquartered in this beautiful town. One of the best ways to give back to the community is to purchase locally and support local businesses. Being a marketing agency in Melbourne, Florida, allows us to give back by providing valuable resources and services to companies to succeed. 

Marketing Agency in Melbourne, Florida

Are you a business owner in Melbourne or anywhere else in the country? Do you want to take your marketing to the next level? If so, talk to one of our local experts here at The AD Leaf Marketing Firm LLC.! To schedule a free consultation with our marketing teams, call us today at 321-255-0900.

Digital Marketing Company in Melbourne, Florida

The AD Leaf Marketing Firm LLC. is a digital marketing firm located in Melbourne, Florida that provides social media marketing services for all businesses. Based in an industrial city with many small businesses and larger companies alike, we are proud to serve our community and others by providing the highest quality digital marketing services around. This especially means making sure that the social media pages for these businesses are engaging and helping to bring in new or returning customers.

Our Digital Marketing Services

Here at The AD Leaf Marketing Firm LLC. we offer businesses several different digital marketing services to help promote their services or products online. Here are just some of the things our expert social media teams in Melbourne, FL, can provide to you:

Content Writing Services

Content marketing is all about the written word. Whether you want to start a blog for your business or your website needs to add more keyword content, our content marketing team can help improve your website’s performance through detailed and targeted writing for your target demographics.

Social Media Marketing Services

In today’s online world, having a social media presence is crucial. Many people now get their news from social media platforms such as Facebook and Twitter. These websites are also a great way to interact with your customers! Our social media team can make the best content for your social pages. 

Search Engine Optimization (SEO) Services

When you search for a specific product or service on Google or other search engines, you will see a list of companies your algorithm believes is best suited for you. The purpose of search engine optimization, or SEO, is to put your business at the top of these rankings. Our SEO team can help analyze the best keywords to use on your website to be at the top of your engine’s search results.

Google Ads Management Services

Google is arguably the most popular search engine at the moment. In fact, according to SEO Tribunal, “Google receives over 63,000 searches per second on any given day.” This is why it should come as no surprise that they provide ad space for businesses on certain keywords. We can help walk you through the Google Ads Management program to make sure you get the highest ad space bid possible.

These are just a few of the services The AD Leaf Marketing Firm LLC. provides. We offer many other services that can help elevate your business to the next level, such as email marketing and web design.

Social Media Sites We Specialize In

In the ever-changing environment of the Internet, it can be difficult to differentiate between all of the different social media platforms. After all, it seems like a new one is being introduced every day! 

Suppose this is one of your concerns, no need to fear! Our team of social media experts can do that for you! The AD Leaf Marketing Firm LLC. can help you establish your brand on the following platforms:

  • Facebook

  • YouTube

  • Instagram

  • Twitter

  • Linkedin

  • TikTok

  • Pinterest

  • Snapchat

  • Yelp

Not only that, but we are constantly on the lookout for new social media sites that could attract major business in Melbourne, Florida, and beyond. 

What Makes Us Different

We understand that every business is different and requires different services. Our team carries this throughout all of our work with clients across many industries and regions. We use our diverse knowledge to implement effective, customized strategies to fit our client’s needs and budgets. The AD Leaf works hard to not only improve clients’ sales and business figures in Melbourne, Florida, and elsewhere, but we strive to build relationships and develop thoughtful strategies to help their companies grow from the roots up.

If you want to begin or improve your digital marketing in Melbourne, FL, contact us today! 

Why Melbourne?

It may not be a household name in the way that our nearest metropolitan neighbor Orlando is. Despite this, Melbourne, Florida, is a bustling town that houses many small and large businesses. That is why The AD Leaf Marketing Firm LLC. is so proud to be headquartered in this beautiful town. We believe that one of the best ways to give back to the community is to purchase locally and support local businesses. Being a digital marketing agency allows us to give back by providing valuable resources and services to businesses to succeed. 

Digital Marketing in Melbourne, Florida

Are you a Melbourne business owner that wants to take their digital marketing campaigns to the next level? Talk to one of our local experts here at The AD Leaf Marketing Firm LLC.! To schedule a free consultation with our marketing teams, call us today at 321-255-0900.

Social Media in 2021

Social Media: What’s New this New Year

What to Expect from Social Media in 2021

Social media is an everchanging industry brimming with innovation and opportunities. Social Media in 2021 is no different. If you are looking to grow your business or social prowess it is important to stay updated on recent trends and features on social media. Social media platforms have to constantly stay innovative or else their platforms could become obsolete. Take Myspace and Tumblr for example. These social platforms were not listening to users or innovating the way their platforms operate. On the other hand, Instagram and Facebook continuously make changes to their strategies and design to keep users actively participating on their platforms.

Farewell, Facebook Like Button
On January 6th, 2021 Facebook announced that they will be removing the Facebook like button from Facebook pages. This comes as no surprise considering Facebook has been making noticeable changes to its various platforms in recent years. Facebook is attempting to more accurately gage popularity by using the follow button rather than the like button. The follow button is believed to be a far better indicator of a page’s popularity than the like button. This is because people would like a page and decline to receive updates on the page indicating that the page had a higher reach than it actually possessed. Besides the like button, Facebook is altering the overall appearance and design of pages. Pages will now have a more simplified user interface. These changes will help all users to easily navigate Facebook pages. Followers will be able to navigate pages better, and page owners will be able to operate the page easier from behind the scenes.

Hello News Feed
Another new feature Facebook is implementing is the News Feed for Facebook pages. The News Feed can be used by pages to engage with groups, other pages, and fans. This change will likely lead to more genuine discussions and interactions between users. Pages will also be able to host Q&A’s with followers, which is another great way for pages to increase their interactions on the platform.

Looking Back on Instagram Likes
Last year, Instagram sent shock waves around the world when they announced they were testing out the removal of viewable likes on users’ accounts. This of course received a lot of negative feedback. Instagram believed that by removing the like feature, users would feel less pressure to get a certain amount of likes on their photos. This is a valid point when considering the amount of pressure young people feel regarding their relevance across social media platforms. This change appears too just be temporary. Instagram has not given any updates or indications that they are moving forward with this initiative.

Suggested Posts
Instagram is an ever-evolving social platform. They roll back certain features, to make way for new ones. One of the most recent changes is their new suggested posts feature. This feature is designed to keep users engaged on the platform when they have run out of new posts to scroll through. Suggested posts uses algorithms that gage what users are interested in. This feature cannot be turned off to the disdain of more skeptical Instagram users.

Suggested Unfollow
Another interesting new feature on Instagram is the suggested unfollow section. This section can be found in your following tab. This feature showcases which users you interact with the most and the least. If you notice you are following too many users, you can use the feature to remove people that you do not interact with regularly.

IGTV Accessibility
Most social media changes have to be implemented slowly before they are accepted by social media users. People use social media everyday so when platforms are altered it’s strikingly obvious to people engaging on these platforms. IGTV is a great example of how to slowly warm users up to a new feature. IGTV slowly gained traction, and Instagram wanted to capitalize on its recent success. IGTV posts are now as accessible as regular Instagram posts. IGTV posts can be viewed on users’ profile feed and news feed rather than in a separate section.

That’s a Wrap
Innovation and modification are important factors to the success of a social media platform. Social media platforms are ever-changing, so it is vital to stay updated and use new features to your advantage. Having an active and strategic social media presence can give your brand a competitive advantage. Many companies are on social media in 2021, but they are not using it as a tool to benefit their growth strategies. Don’t fall behind, instead use social media as a tool to increase brand awareness, start conversations, and gain fans.


Why You Should Rebrand Your Marketing

Rebranding Can Revitalize Your Company!

2021 has already shown itself to be an interesting year for new developments and marketing practices. The question is whether or not you should take advantage of these new services through  rebranding. Perhaps you used to find great success in your current practices but have found business hitting a plateau. 

If this sounds like something that would interest you, The AD Leaf ® Marketing Firm LLC. is here to help! We offer several different marketing services that can reinvigorate your business’s strategy. If you are interested in a rebrand of your marketing, here are some things to consider.

Rebranding Keeps Things Interesting

When publishing marketing materials, whether print or digital, there needs to be a cohesive aesthetic that is easily noticeable. Using specific color palettes and typographies can help bring your brand together. Keeping up with current design trends is also useful, as more complex branding is being steadily replaced with simple branding. Having branding that looks like it is stuck in the past might not bring in the customers you want. 

If you feel like your branding is too complex or dated, The AD Leaf ® is here to help. We can help determine the best branding strategy for your business.

Take Your Audience Into Consideration

Your business probably has a specific target audience that it wants to appeal to. The chance that this audience might have new needs or expectations is very high, and it is important to consider this. There are many different ways you can further reach out to your audience. You could conduct market research to determine your target audience’s exact needs, or you can introduce your rebrand through appropriate channels and reintroduce your services and values. 

If you are unsure of what direction to take, we can help! The AD Leaf ® Marketing Firm LLC. has several years of experience helping to guide businesses towards the path of rebranding success. 

Rebranding Your Business with The AD Leaf

If you are interested in working with The AD Leaf ®’s team to create your business’s best rebrand, give us a call today at 321-255-0900. We look forward to working with you to help you and your business thrive in the ever-changing landscape of digital marketing.

what are Pinterest Story Pins?

What are Pinterest Story Pins?

Wondering what Pinterest Story pins are? Stories seem to be an essential feature for social media platforms today. But did you know that only eight years ago they never existed? In 2013, Snapchat made a significant update to its platform and created stories. With this new update, Snapchat began to gain mass popularity, and it wasn’t long before other social media platforms integrated this story feature into their software. In 2016, Instagram added stories with Facebook and YouTube following in 2017.  Pinterest creators developed a version of their own, and it’s a significant update!

Though Pinterest Story Pins were first introduced in late 2019 overseas, it wasn’t until September 2020, when this beta feature became available to some business accounts. Pinterest surprised many users with early access to this new feature. But don’t worry. If you don’t have access now, you can request access with merely a click of a button. It should be about 5-7 business days for granted access if your request is approved. 

Request access here: https://www.pinterest.com/story-pin-invite/

What are Pinterest Story Pins?

Think of Story Pins like a slideshow. These Story Pins can incorporate more ideas and inspiration than a standard pin, with up to 20 different content pages, including a mix of pictures and videos. Like regular pins, a user can add to an existing, new, or even a shared board.  

For most Pinners on Pinterest searching for inspiration, DIYs, how-to guides, and tutorials, the new Story Pins will be an effective tool. Tag up to 10 relevant topics related to searched content with these Story Pins. Tagging is essential and makes it even easier to get the right content in front of the right audience who care the most. Story Pins unlock the door to creativity for creators to generate even more detailed and engaging content. The limitation of a single page of text is eliminated with the option to now go more in-depth and explain a concept. Some ideas of the best types of pins to maximize this feature would be how-to guides, list posts, detailed recipes with step-by-step photos, DIY guides, tutorials, and travel tips. 

They Never Expire

Don’t let the word “Story” fool you. Unlike most stories you see on major platforms, Pinterest Story Pins ever expire! Say goodbye to the 24-hour expiration date because these Story Pins will stay on your boards forever (unless, of course, you make them disappear).

You Will be Rewarded 

That’s right! Pinterest will favor Story Pins over regular pins. With their new algorithm, Pinterest is experimenting and providing more exposure than they typically would with standard pins. To have the algorithm work in your favor, you must take full advantage of the features Pinterest provides. Users that have utilized this feature have seen an increased reach of their pins within 24 hours with inflated numbers. Pinterest is rewarding content creators for using their features with a higher chance of generating more impressions, clicks, and traffic to their website. It’s the gift that keeps on giving!

Creating Story Pins in 4 Simple Steps

You will find that creating Story Pins is a very straightforward process with a super user-friendly interface, whether you’re on a desktop or mobile device. Below are the four areas you will be prompted with when creating a Story Pin:

  • Upload: You can upload up to 20 images or videos.
  • Design: This is where you can adjust the layout of your images, focal point and add text. 
  • Details: Add a theme with corresponding prompts. For example, if your theme is Crafts + DIY, you will have the drop-down to choose the difficulty level and a box to fill in the supplies needed. 
  • Audience: This is where you will create your Story Pin title, choose the board it will be uploaded to, and add up to 10 tagged topics.

So What’s the Catch?

With this fantastic new feature, you may be wondering, “Okay, what’s the catch? There has to be something”. Well, this is true. The biggest controversy is that the links you provide in Story Pins are not direct links. Go figure! Pinterest’s goal is to keep pinners on their platform as long as possible. Previously pinners would search through content, and then it was easy to visit the creator’s website from a pin. With Story Pins, this discourages Pinners from leaving Pinterest by eliminating direct links, making it a little more complicated. Sneaky right? But there is a bright side. There may not be direct links, but there will now be a follow button at the end of your Story Pins, which will link back to your Pinterest business page. This prompt is an excellent reminder for Pinners to follow you, especially if they enjoyed your content enough to read until the end. 

Where Do I Go From Here?

I’ll leave you with these few key points:

  1. Pinterest will favor Story Pins in their new algorithm. 
  2. Story pins are super easy to make.
  3. Story Pins never expire.

Even though you may not have access to this exciting new feature yet, you can either attempt to request early access or sit tight and wait patiently. If you decide to wait, this is still a great time to get familiar with Story Pins until it is available for everyone. In the meantime, it never hurts to educate yourself and be prepared to elevate your business’s presence on Pinterest. Get ready for the biggest update yet! 

Ps. Remember to have fun and get creative!

Interested in Pinterest’s official release video? Check it out here: https://youtu.be/j3xzahNK27Y


relevance on social media

Business Owners and Social Media: The Struggle for Relevance

Since the beginning, social media has been a phenomenon that has taken the world by storm. Having relevance on social media is the key to attracting and maintaining an audience. The world of AIM and Myspace seems like one we lived in so long ago. These platforms have procured a more powerful influence than many of us could have ever imagined. 

Trends are made and then declared “untrendy” seemingly as soon as they begin on social media apps. If caught outside the facet of what’s popular, you can easily be seen as “irrelevant”. This may seem brutal, yet it shows us that our modern society is constantly changing, especially online. The positive of this is the ability to message a company without ever having to speak to them on the phone. This is heaven for many anxious young people, yet foreign to many of those who once relied on phone calls for so many interactions.


Maintaining Relevance on Social Media


How do businesses maintain successful social media accounts, grow, and yet still stay relevant? Of course, a successful business always takes priority, but these two concepts are intertwined. 

As a business owner, social media needs to become an instrumental part of your success. An outdated social profile could cause people to think your business is closed. Plus, those who do not feel comfortable calling your business, will not be able to message or email you.

The struggle for relevance on social media seems like an uphill battle when it comes to committing large amounts of time to the research needed to maintain a successful social media campaign. A large problem with this commitment is that there isn’t enough time to monitor and research trends and consistently post on social media while running a productive business. 


The Necessary Trend Research

Is trend research necessary? Why can’t I simply post business updates on my existing social media when needed? The short answer to both of these questions is yes. The long answer is more involved. Posting on social media is simple, but making it an effective use of a business owner’s time is another issue altogether. This is where research and forethought become essential.


Social media trends are a large part of relevancy. The average person spends 144 minutes on social media per day, and they’re looking for what’s trending. The struggle is to become involved in a trend while it’s still relevant. If the news is reporting on a trend, then it is likely it is already dying out. By the time a news company commits to verifying the information within the trend, the social media app as a whole may have already moved on. One example of this is the ALS ice bucket challenge. While obviously one of the most important and beneficial trends to come from social media, if you participated in it today, you wouldn’t be participating in something that is actively trending, and people likely wouldn’t find your post.


Social media, for better or for worse, has seemingly lessened the attention span of millions. From 2000 to 2015, the average person’s attention span has decreased from 15 seconds to eight seconds. Among multiple devices and millions of sources for consumption, you must first attract a user, and then manage to grab their eight seconds of attention. If you come into a trend late, the attention held for it will already be exhausted. This is why research has become monumental within the social media space. 


The Agency Approach

The job of a social media department in an agency partially rides on the concept of ensuring their clients stay relevant. Constantly monitoring trends and staying up-to-date on industry news are the catalyst for this. Often, this is achieved within a much more affordable price point than developing an internal social media team in your company.

Technology is frequently changing, and for many, once they’re finally comfortable with an app or feature, it is already becoming out-of-date. How do you as a business owner conquer this?

  • Use and understand multiple social medias 
  • Monitor publicly reported changes 
  • Interact daily with your followers and post multiple types of content
  • Create graphics and posts that will engage people from multiple perspectives
  • Analyze your results over time and make changes to your actions based on results
  • Create and monitor advertisements
  • Repeat

Unfortunately, many business owners simply do not have the time for this.

How an Agency Can Keep You Relevant on Social Media

How do ad agencies conquer this effectively? All of these steps are part of their daily routine. Social media is constantly consumed in both a professional and personal aspect by most specialists. Consider an agency as simply hiring an expert. Just as you may hire a professional to paint your house versus buying all of the supplies and learning through trial and error.

Hiring an agency is almost a no-brainer when considering if you should sacrifice the time to dedicate yourself to continuous research into the social media world while simultaneously running and innovating your business. Agencies are an effective use of your money and your tremendously important time. The battle of staying relevant in the essential world of social media is best won by someone constantly engulfed by the ongoing research, leaving business owners to continue to do what they do best be successful.

The AD Leaf Marketing Firm is made of experts well-versed in social media research and content creation. We would love to conquer the world of ever-changing social media and research for your company, and help sky-rocket your business’s online presence and social engagement. Contact us for more information.