Category: Marketing

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!

Promoting Positive Customer Reviews on Social Media for Your Businesses

Posted on | by Brian J Wallace
Marketing, Social Media

Every business owner knows how valuable positive customer reviews are. Customer reviews have become one of the number one ways that drive new customers to businesses. All it takes to find reviews is a quick google search, and a lack of positive reviews can just as easily take potential customers away. But getting past customers to post customer reviews or give positive feedback of any kind often feels like pulling teeth so what can you do to drive your customers to give your business positive feedback. Research has shown that one of the best ways to get positive feedback and reviews for your business is through social media. Here are some ways you can drive your customers to give you good reviews on social media platforms so you can drive new customers right to your business’s door.

  • Encourage user-generated content 

User-generated content on social media means that your customers will be posting their experience at your business on social media. Most people like to put their best foot forward on social media so it is not uncommon for customers to post a positive experience at a business on social media. Encourage your customers to take pictures of your business, of themselves at your business, or of the services your business provides. You can even ask to take the pictures yourself. Customers will usually oblige, and may even ask that you share the photo with them if they are in it. The more content you can get a hold of, the better the chance of them sharing their experience online, and the more content you will have for your own social media posts.

  • Post Interactive Stories

Stories have become more and more popular in recent years. Almost all popular social media platforms now have the option to add stories, but the best thing about stories for businesses is that they can be easily interactive. Stories have options that allow your customers to directly ask you questions, take polls, rate what they like and what they don’t like, and so on. The possibilities are endless, and it often takes less than a few minutes for a customer to give their feedback. Just like customers prefer speed when coming to your business, they also prefer speed when it comes to giving feedback. Stories are the perfect way to do this, and you can post them whenever and however you want. 

  • Post about your customer reviews and your customers’ experiences

If you see a great review online why would you want to keep that to yourself? Your customers want to be heard, and posting their experience can be a perfect way to make sure that happens. A great way to share your customer reviews is by creating a graphic template where you can easily copy and paste your favorite reviews to be shared on your social media or website. You can also repost photos that your customers took at your business or photos that your customers took of your business’s product or services to show your appreciation. Tagging your customers can show appreciation as well. Social media users often want to gain a larger following and more exposure. By sharing their content, you are showing them that you value their social media posts which can be a great ego boost for many people. Be sure to request permission before posting a photo that isn’t yours and before tagging a profile to make sure the customer is ok with it. 

  • Try to leverage video testimonials

A great and unique way to promote your business while also getting positive reviews is by asking for video testimonials. Video testimonials are when customers make a video letting people know how much they love a business service or product. This is something that you may want to ask a friend who has been a customer in the past to do because it takes a little bit more time, and not everyone enjoys being shared on video on social media. But regular customers who have told you how much they love your business in the past are also an option. Regular customers and friends have probably established a close enough connection with you and your business to where they would feel comfortable doing this. You could even ask to record the video yourself. Make sure you let them know that if they don’t like the video you won’t post it. Videos like this often see a large increase in business and social media engagement.

  •  Create weekly customer features

Weekly customer features can show your brand’s appreciation for your customers and can create more customer engagement. Using customer content, tweeting about customers you appreciate, promoting reviews, and sharing positive customer experiences are all ways you can feature your customers on your social media platforms to promote more customer engagement and feedback. If your customers are expecting their experience to be shared because you share customer experiences on a regular basis, they may be more inclined to share their experience in hopes of getting a shoutout. This will increase your business’s feedback and once you share a customer experience, there is a chance that they will reshare your post because it includes them in it which will increase engagement. The more you reach out to your customers and show your appreciation, the bigger the chance of them showing appreciation back. 

  •  Create a rewards program to incentivize reviews 

Sometimes simply asking for reviews isn’t enough. Customers often need an incentive to give reviews, and while social media exposure and recognition is enough for some customers, others may not feel the same way. Creating a rewards program to encourage your customers may just be the extra push that your customers need. Offer a complimentary product or service from your business or some other type of reward system that motivates your customers to leave reviews online. The most successful reviews are ones that are authentic and relatable so this is one of the best ways to create growth online and in your business. 

At The AD Leaf ® Marketing Firm, we know how difficult it can be to get the engagement you are looking for when it comes to your business, especially online, but that is why we do what we do. We are the experts in our field, and we have the research and knowledge you need to make sure your business continues to progress in an everchanging online world. If you’re running a business, the last thing you want to be worrying about is how many followers you have on social media, but your social media following still plays a huge part in the business world today. Let us help guide you through so you can worry about what’s really important to you. Call us today at (321) 255-0900 for more information or email us at info@theadleaf.com

seo strategies

How Effective SEO Strategies Can Give Your Business Maximum Results

Posted on | by Brian J Wallace
Marketing, Search Engine Optimization

Are you looking to find out how SEO (search engine optimization) can help you rank on the first page on Google in the midst of your competitive market? When it comes to developing and executing SEO strategies, it doesn’t have to be complicated. In fact, you may be over-complicating the process and spending so much time trying to out-Google “Google” that it hurts your chances to create relevant traffic to your website. However, SEO is still very difficult to understand due to the volatile nature of search engine algorithms that changes every minute. This is where hiring a skilled and trusted SEO company as The AD Leaf ® Marketing Firm can do for you.

But first, lets go over exactly why SEO (search engine optimization) is important and what makes an effective SEO strategy work seamlessly.

Always Abide By Google Standards When Developing Your SEO Strategy

SEO is all about abiding by Google ‘s standards which helps Google, as well as other search engines, find your website by including the relevant keywords for your service/product pages or blog posts. If you can determine who is your customer avatar, what your target market is looking for, and produce content that meets their needs, all you need is sound SEO and strategies to make sure your content gets in front of your target audience.

Is SEO Really That Important?

With so many ways to drive traffic online, SEO can be pushed aside in favor of social media, video marketing, Facebook Ads and many other ways of marketing online, but here’s the big reason search engine optimization needs to be an important part of everything you do.

With the right SEO strategies in place, one piece of content like a blog post or an article could bring you traffic day after day without any additional work. This means you have the potential to send hundreds of visitors to your site daily from the work you’ve just done once.

In today’s platform, social media moves so fast that while it is great for building up leads, branding yourself, creating a loyal following, it is paramount to combine your social media marketing with solid SEO strategies to ensure that you create a high volume of traffic coming in.

Now that you know the importance of developing and executing a good SEO strategy to bring maximum results for your business, it is time to choose a high-class SEO service to optimize and improve your website’s ranking. SEO is very effective, however, it is also time-consuming. As a business owner, your main objective is to service your customers and to provide that service fast and efficiently. 

There are only 24 hours in a day. If you’re taking the time to learn SEO, there’s a high chance that you’ll lose customers by not focusing on your leads and increasing your sales which is the most important thing to do at this time. On that note, If you are looking for a reputable SEO Company in Melbourne FL to improve your website’s ranking and handle all of the heavy lifting, please don’t hesitate to contact The AD Leaf ® Marketing Firm at 321-255-0900. We’d love to help you increase your traffic and conversions today.

You Want Me to Design What?

You Want Me to Design What?

Posted on | by Daniel Combs
Graphic Design, Marketing

What separates good graphic design from great graphic design? You will get many different answers to this question, but is there a single definitive response? Yes, there is: Having an eye for what works and what doesn’t. This is what takes graphic design from good to great. It’s looking at a project from many different angles and weighing it against the industry you’re designing for to produce a piece that pulls someone in and causes them to want to take action on it.

Think of it this way, graphic design skills are the tools, but the eye is the “hand” that wields the tools. Below are 8 design principles that make up having a great “eye” and can mean the difference between someone just looking at your design or a great project that draws people into your message and causes them to act on it.

“There are three responses to a piece of design – yes, no, and WOW! Wow is the one to aim for” – Milton Glaser

Elements of a Great Eye

Alignment

Every element of your project should flow together seamlessly: text, shapes, imagery. Each part should align to each other and not look like it was just “thrown” together. There is a place for everything. Alignment is critical to give the reader/viewer a “path” to follow in the design.

Visual Hierarchy

The primary focal point is the message you’re relaying to the reader/viewer, so you want to make your message stand out. What you want people to see first needs to have the most attention in your design. Big, bold, fonts; colors based on the industry, etc. This will go a long way to getting the reader’s attention.

Contrast

This plays well together with visual hierarchy and can help your message stand out even more. Contrast simply means opposites and doesn’t just apply to colors only, it is the opposing of thick vs thin, modern vs traditional, and many other things. It will assist in navigating the viewer to where you want them to go.

Repetition

Repetition is the overall layout of your design. It helps your project remain organized & consistent. This entails colors, font choices, layout (for certain projects), etc. At most, you should only have:

  • 2 to 3 colors in most instances (use a good color pairing tool).
  • 1 to 2 font styles, or “font family” (one family if the font has many different thicknesses, like Montserrat or Bahnschrift).
  • Consistent layout design, especially if only a certain part of the design changes like a different image or dates.

You don’t want to have all of your elements competing against each other from project to project (outside of normal planned visual hierarchy & contrast implementations).

Proximity

This is all about organization and placement and goes hand in hand with alignment and repetition. Where does everything go? How does the text go with the images? Where do I need to place the text? Grouping elements together by color, size, shape, etc., will help to keep the overall design clean and uncluttered.

Balance

Keeping your design balanced is vital. When the overall design looks messy and sloppy, it can push readers/viewers away and you’ve lost their interest. A great design is well balanced and not overpowering in visual appeal and impact. Are you portraying a message of action? Do you want people to be informed? How about bringing people joy? Keep people’s attention with a balanced design and they’ll be enticed to want to see and know more about your message.

Color

Ok, we’ve mentioned color a few times so far. There is a lot to color that most people don’t know, yet alone understand. Colorology (yes, that is a term, you can Google it) is a vast area when it comes to great graphic design. Colors can cause people to respond in certain ways. A staggering 85% of buying decisions are made just on color alone. Logos are the “frontline” of marketing. How many times have we stopped at a McDonald’s just seeing the “golden arches”? Was it a planned trip? No, we just saw the bright logo and stopped in and grabbed something to eat. Color goes a long way in portraying your message.

Oh, and by the way, Yellow is optimistic & youthful, it grabs the attention of window shoppers. Think about that the next time you stop and grab a Big Mac or walk into a store because you saw the Yellow ##% off sale sign in the window.

Spacing

Adding space to your design can help drive the focus to the area that contains your message. Most often this is called “negative space”, areas of the design that doesn’t contain any design elements. It can often be a solid color, or even blurred out parts of an image (such as part of the background image). Using this effectively when needed will make your design stand out and allow for a huge impact.

The Final Draft

In great graphic design, some or all of the above elements are used to convey a message to your readers/viewers. The most important first step is to look at graphic design as a consumer and not as a designer. Start with asking questions to yourself. What makes me interact and engage with a graphic? How do I respond to the overall design of a graphic that I’ve seen? What is it that pulls me in and keeps my attention?

Having the skills along with the eyes for graphic design in one package are hard to come by and here at The AD Leaf ®, our designers have both. They are ready & desire to take your projects to great new heights. Give us a call at 321-255-0900 and let us help you make your graphics pop! (Ok, I had to use it at least once, lol)

Social Media in a Time Like This

Posted on | by Brian J Wallace
Marketing, Social Media

It’s a very strange time in the world right now. The current global crisis of COVID-19 has the world rocking and reeling. And rightfully so. Never before in my life have I seen something like this. Just today I went to order Thai food, temporarily spacing on the mandatory stay home order issue that has closed many businesses and restaurants. I was hit again with the painful reminder that there is a real crisis happening, right outside. And we are all in this together. 

We will make it through.

What does the current global climate mean for your social media? There has been a 70% increase in time spent across social platforms such as Instagram and Whatsapp, a 50% increase of messaging across Facebook’s platforms, and 2x more Facebook and Instagram Live views.

There have been 468 Million mentions of keywords related to the COVID-19 outbreak across social media channels over the past 90 days. That number is staggering. With 62% of adults in the U.S. getting their news from social media while 59% of consumers engage with their favorite brands on social media as well. And from a recent poll, 68% of people learned about company updates from social media, with 79% via email.

These numbers are pointing to one thing: People are turning to social media outlets now more than ever for information, connection, and so much more. Digital attention is drastically on the rise as people turn to social media to what we at The AD Leaf ® believe to be a more grass-roots resurgence of the whole point of social media: to be social. With many staying at home to protect the lives of others and themselves, social media has reminded us once again that it’s of vital importance as a tool to remain connected, to communicate ideas, or organize and collaborate, and see loved ones.

With that being said, there is something of vital importance to insert here. The current COVID-10 pandemic is not a marketing opportunity. 

With the state of the world, there are things that you need to consider as we all navigate into some pretty murky waters. Below are a few quick ideas that we think are vitally important for you, your brand, and social media:

  1. Be careful to not “go dark” – This is huge. It’s important to not just drop off the face of the planet, especially in a time like this. Your brand needs to be seen as a pillar of strength for your audience. What we would suggest is to pause your social media, take a step back, and reevaluate the direction of your strategy. What was communicated last week may very well not fit into the current narrative. It’s ok to take a step back for a few days to reassess the situation, the tone, your strategy, and your in-house staff. But then, once ready, come back as a source of strength and encouragement to others. Going dark for a long time communicates an instability that will hurt you in the long run. Keep the lights on.
  2. Don’t capitalize on the situation – We have never seen such a pandemic like this in our lifetime. This is not the time to try and hijack the situation for personal gain. Many don’t mean or realize that what they are communicating is actually insensitive, so take a moment to think about which foot you are stepping forward with. Make an extra emphasis on empathy, and approach the situation as someone who is here to help. That doesn’t mean however that you cannot sell products, but it does mean don’t use a painful situation to capitalize on. Be careful here.
  3. Tone – We touched on this, but the tone is huge here. Stay true to your brand during this time, but exercise balance. The livelihood of your team may depend on selling products, and that’s ok. But the way you go about things here requires more tact and balance than ever before. Think about staying true to yourself, but being more compassionate. As an additional note, it’s ok that your brand doesn’t have all the answers. Transparency coupled with professionalism is a bright, shining example that we have seen many companies exercise in the light of recent events.
  4. Communicate – Whether it’s with your team or your audience, it’s of paramount importance to over-communicate in this time. And if you are able, work from home to help reduce the spread of the virus. We have a plethora of ways to remain connected, like the video conference call company, ZOOM, to help you and your team remain on the same page. With your audience, it’s important to do the same and let them know what’s going on. As we saw earlier, a large percentage of people use social media for company updates, so once you have stepped back to reassess your direction, come forward with a clear message of hope, resilience, and on-brand messaging. A point of caution here would be to be careful to not communicate information that your audience may not need. There is a plethora of companies, brands, leaders, influencers, politicians, newsrooms, newspapers, authors, actors, and endlessly more voices out there, communicating information. Sending out that email to an inbox that has already received 54 emails before 9 am can add unnecessarily to stressors that are probably already occurring. Only send pertinent info. 
  5. Practice moderation – This one is a gentle reminder about mental health. It’s ok to not have all the answers. It’s equally ok to not be glued to social media or the news where the challenging events are constantly in your face. Our mindset can be greatly impacted by the onslaught of the terrible things that are happening out there and being viewed in real-time at our fingertips. Take this time home as an opportunity to spend additional time with your spouse, your kids, to pick up a hobby, or to go on a walk. Practice social distancing, but also unplug and take a moment to exercise gratitude. Science shows that those who practice being thankful are mentally and physically healthier and happier. Take a moment to smell the roses. 

 

While this is a serious event in human history, we have seen glimmers of hope and encouragement from regular businesses and people, just like you. For example, Krispy Kreme is giving away donuts to all health care workers. The CEO of Texas Roadhouse gives up their salary so front-line workers can get paid. Zoom has made video sharing services free for teachers so at-home classes can commence. Starbucks has extended mental health benefits to its partners. Apple is offering unlimited paid sick leave to any of its employees experiencing related symptoms. Sprint is giving its customers unlimited data and 20G of hotspot access for 60 days to ease remote working. And the list goes on!

We at The AD Leaf ® want you to know that if there is any way we can help you, please reach out to us. We are here for you. 

 

Resources:

https://buffer.com/resources/social-media-management-in-times-of-crisis

https://www.forbes.com/sites/amymorin/2014/11/23/7-scientifically-proven-benefits-of-gratitude-that-will-motivate-you-to-give-thanks-year-round/#6f75c197183c

https://www.forbes.com/sites/blakemorgan/2020/03/17/50-ways-companies-are-giving-back-during-the-corona-pandemic/#4cb944dd4723

SEO

9 Ways Your Business Can Use SEO to Stay Relevant During COVID-19

Posted on | by Brian J Wallace
Marketing, Search Engine Optimization

The COVID-19 pandemic has created significant stress and uncertainty, not only in our daily lives but also for businesses. But some things never change, including the importance of SEO. Search Engine Optimization (SEO) is important for all companies, but it has never been more important than it is today. Pulling back or stopping SEO activity now – as a lot of companies may have considered as they reduce marketing and advertising spend – will only hurt your business in the long run. 

During the COVID-19 pandemic, your company can benefit from local SEO, updating your website, updating strategies, developing new content, and conducting keyword research. Since many of us are practicing social distancing, the internet is being used more. In fact, Forbes reported at the end of March that internet usage has jumped 50-70 percent. Take advantage of this uptick to increase your business’s online presence. 

Here’s where to start:

How to Optimize Your Digital Presence During COVID-19    

1. Optimize Your Website

A great place to begin to fine-tune your online presence is by optimizing your website design. Here are a few things to focus on: 

  • Simplify the navigation
  • Make sure content is up-to-date
  • Provide a banner or a pop-up on the homepage and other highly trafficked pages to inform your visitors of the steps your company is taking to address COVID-19 and how you’re keeping employees and customers safe. 

2. Take Advantage of a Local SEO Campaign

Local SEO is very effective when marketing your business online. Many people searching typically have local intent – which means, the searcher is looking for a business located close to him or her to either go to or buy from. Here are some local SEO tactics you can use to promote products and services locally:

  • Regularly update your Google My Business profile to help search engines recognize and understand your business. Be sure to keep your profile up-to-date so Google views your website as trustworthy and continues to serve users relevant content.
  • Consider adding posts to your Google My Business page to provide users with updated news and information, such as promotions, delivery options, and changes in business hours.

3. Update or Add Meta Descriptions and Meta Keywords

Adding meta descriptions and meta keywords to your web pages helps Google get a better understanding of your website and helps with the indexing of your pages. Taking time to do thoughtful keyword research will benefit your website tremendously. This can help your site appear in featured snippets, which are used for voice search results, thereby gaining additional visibility for your brand.

4. Know and Optimize Your Page Speed

A good page speed decreases bounce rates and increases the overall engagement on your site. Page speed is also a ranking factor for Google. 

5. Focus on Link Building

Make sure the links on your site include your target keywords. This is important because Google reads links to decide if the content is relevant. Having quality links and providing backlinks increases the value of your website. Search engines use links to find new web pages and to determine how well a website should rank in search results.

The more high-quality websites linking to your website, the more likely you will rank well in search results.

6. Utilize Email and Social Media Campaigns

Email and social media are both great channels by which to reach out to prospects and even current clients. Stay active on both to keep communication flowing. Campaigns are a great way to connect with your clients, which will also set you up for long term success. Be sure to write content to show that you understand the gravity of the current situation. Empathy goes a long way during stressful times! 

7. Review and Update Your Website Content

Update your website content regularly to maintain your relevance. Regular updates tell Google your website is trustworthy and has authority. This will help with your search rankings, as Google’s goal is to provide users with the most relevant content. Make sure the content is easy to find within your site structure and navigation and provide fresh photos. 

8. Keep Up with Ever-Changing Trends In SEO 

COVID-19 is impacting SEO trends significantly. Stay on top of what people are searching for and how they are searching. Keywords are changing every day. You can start by monitoring keyword changes more closely than you normally would. 

9. Look for Ways to Deliver Content Differently

  • Video: Take advantage of new strategies and be in “the know.” With everyone spending more time on the web, you should start developing video content. Think outside of the box to get ahead of your competitors and create entertaining original content. Since many people are inside and bored, providing fun and exciting content will help your brand stand out.
  • Blogs: If you have blog content already, consider increasing how often you post. Having a blog gives you the opportunity to create relevant and educational content. This will also increase the number of clicks throughout your website. Take advantage of linking to other parts of your site in your blog postings. 😉
  • Webinars: Webinars are a great way to reach out to clients and prospects and to provide a more personalized approach. Having a real-time conversation helps to build personal relationships. Since people are practicing social distance, seeing a face or hearing a voice can calm the anxiety and stress that many are experiencing. 

Don’t Forget to Measure

People are searching online more frequently during COVID-19, which will change Google trends. The way you measure results and data may change, too. 

Although you may see an increase in traffic to your website, this traffic may not convert into sales. Instead, consider measuring engagement with heat maps and other tools to better understand your users and to develop content that will resonate with them. Being a valued resource in a user’s time of need will help your brand long-term, even if it doesn’t result in an immediate sale.

Final Thoughts

The COVID-19 outbreak has created a dramatic change for all of us. While the internet is getting more use than ever before, take this time to focus on your SEO efforts. Make updates, do your research, collect data, keep up with the trends, and develop an SEO strategy. 

Doubling down on your SEO efforts now will not only help you weather this current challenge but will also prepare you for long term success.  The team at The AD Leaf ® Marketing Firm is here to help if you need us. Contact us today to get started on your COVID-19 SEO Campaign and stay relevant during these trying times!

The Fine Line of Social Media

Posted on | by Shannon Sullivan
Marketing, Social Media

During times of national emergency, or in this case, global, companies need to walk the fine line of continuing with business as usual while being sensitive to the problem at hand. Companies and individuals alike are going through a scary, uncertain time. During times of uncertainty, people turn to what is secure. It may seem minor, but a sensitive and robust message on social media from brands does help provide a sense of normalcy. It’s a gut reaction for many companies to pull back on social media marketing and advertising but is that the right call? To be frank, no. Let’s talk about some common concerns and how to confront them.

Continue reading →

PPC management

How To Manage PPC Campaigns During The COVID-19 Pandemic

Posted on | by Brian J Wallace
Marketing, Pay Per Click

As you well know, the world is in a major panic because of COVID-19. Not only is it affecting the lives of others, but it is also affecting businesses on a local and global scale (offline and online). Also, If you’re a business that implements online campaigns (Google, Bing, etc…) and PPC management strategies, you may have these questions come to mind:

  • Should I pause my campaigns in order to manage expenses?
  • Should I scale back my budget?

These are important questions to ask and hard decisions to make should you want to play on the defensive end. However, there’s always a flip side.

You can take charge of your business in this crisis by playing on the offensive end. There’s a popular saying that goes like this:

“When Everyone Goes Right, You Go Left.”

We’re not saying you should go crazy on your spending, but to keep your business moving forward so you can gain profits for your survival.

This is where you, as a business owner, will need to courageous, flexible, creative, and patient with our ever-changing environment.

In this post, we’ll provide some tips on how you can manage your PPC campaigns during the COVID-19 pandemic.

Adjusting Your Budget and Spending For PPC Management

We mentioned earlier about pausing your PPC campaigns or scaling back your budget. Of course, pausing a PPC campaign would be considered playing defense. But what about scaling back your budget?

This may be also be considered playing defense but you’re actually playing both ends of the floor (We know we’re using sports references).

Instead of spending $100 a day on a campaign, cut your budget in half and spend $50. Also, take a look at your campaigns to see where you’re getting more clicks and conversions and focus your attention there.

Let your campaigns run for a week, look at your data, then adjust your budget and spending accordingly to see if you’re gaining a profit or taking a loss.

Mentioning Your Business Proposition In Your Ad Copy

Many businesses are closing their doors which means that many people will be staying at home which also means that many people will be online. This is where you can take advantage and pivot your message by adding a promotion on your PPC campaigns.

For example, if you’re a restaurant business, you can add a discount of 5% on orders that are over $40 if they apply a particular coupon. In addition, you can provide a Free Touchless Delivery Service in your message to show that you’re concern about their health and want to protect them.

Of course, whatever promotion that you’re providing to your customer, make sure it’s adjusted on your website.

Now that you know how you can manage your PPC campaigns during the COVID-19 pandemic, you’re fully equipped to make a decision to play defense or offense for your business.

There’s no reason why you should just sit on the sidelines. Your competitors are experiencing the same fears you are, but at least you can take matters into your own hands by using sound PPC Management principles as well as having your PPC campaigns online so your business can survive in the upcoming future.

If you’re in need of PPC Management for your campaigns,  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!

Pinterest: A Safe Haven From COVID19 Misinformation and Negativity

Posted on | by Brian J Wallace
Marketing, Social Media

With a pandemic raging and social distancing the norm, we are all secluded from our family and friends trying to stave off boredom. So many of us turn to social media to stay connected, find out the latest information on the Coronavirus or COVID-19, and to keep ourselves occupied and from climbing the walls in our isolation. A quick scroll of Facebook is enough to stress anyone out–alarming headlines, political posts blaming and finger-pointing, misleading information that hasn’t been properly vetted, sales pitches for cure-alls for the disease, and alarmingly negative posts from fearful people. It makes you want to put down your phone, get into bed, and pull the covers over your head. But fear not, social network destination Pinterest is taking steps to protect you from that!

In 2017, Pinterest started restricting health-related content and searches, beginning with anti-vaccine information. Pinterest directed vaccine-related searches to pages with information from the World Health Organization (WHO) and the Centers for Disease Control and Prevention starting in August 2019. Then it expanded to other health topics over time.

When people go on to Pinterest and search for COVID-19 or Coronavirus, they are directed to a sparse page with content form the World Health Organization and get the following message “Pins about this topic often violate our Community Guidelines, which prohibit harmful medical misinformation. Because of this, we’ve limited searches to Pins from internationally-recognized health organizations.” Social media posts are rampant laughing about how Pinterest is shaming your mom for searching for homemade DIY surgical masks. A search for COVID-19 brought up a whole page of frequently asked questions like “Is it safe to receive a letter or package from China?” and “Are there any specific medicines to prevent or treat the new coronavirus?”, almost all provided by WHO.

All this means that Pinterest has become a safe haven from all the negative and misleading information about the COVID-19 virus and people are very happy about that! But Pinterest has gone even further! On Tuesday, they launched a new feature called Today tab which is refreshed daily to user-curated topics and trending posts. It offers advice from experts and health agencies, as well as timely posts like home workspaces and study tips for kids.

The Today Tab has Boards with titles like “TT-Pilates”, “TT-Baked Pasta”, “What to Watch”, “Toddler Art Projects”, “TT-Bedtime Yoga”, and “Jump Rope Workouts”. This is the mecca for everyone who needs some distractions from all the fear-mongering and finger-pointing. There is enough information to lose a couple of hours exploring fun activities, recipes, workouts, homework assignments, and crafts to do to make social isolation a lot more interesting and fun!

The microblogging platform is also a wonderful resource for self-care from everything from how to wash your hands to stave off disease to how to calm an anxiety attack. So if you’re feeling anxious, you can search for meditations to calm your anxiety and connect to your inner peace.

Are your kids restless and bored being cooped up at home? You can find DIY crafts and activities that will hold their attention and keep them occupied.

Or, if you’re trying to get your children on a schedule and don’t know where to start, there are plenty of homework assignments and homework trackers that you can print off from your home computer to keep your family on track.

If you are looking for activities and projects to use as homeschool lessons, Pinterest has a wealth of information for you. It has DIY science projects for every age to support the homework that schools sent home with your children.

With kids home from school, meal planning is a little bit tougher–Pinterest has got you covered there, too!

Pinterest also added a new “Compassionate Search” option on the website which prioritizes activities that help you relax with content from health authorities.

So take a break from all the scary news about COVID-19 and lose yourself in the wonderful world of Pinterest.

If you need help with your social media game and want to add Pinterest to your social media marketing, please call The AD Leaf ® Marketing Firm LLC at (321) 255-0900. We would love to show you how to increase your online presence and market your products to your clients via social media!

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!