SEO has been an essential part of any company’s online marketing strategy, especially in periods when other marketing tactics are down or paused. If searchers are searching relevant queries related to your business, it is important to show in the result for those searches. If paid efforts are decreased or removed, SEO can help ensure a business is still showing in the organic results. Recent studies show that organic search is responsible for 53% of all website traffic, making it clear why it is important to have a strong SEO strategy. How Has Social Distancing Affected Online Shopping? We have seen an increase in the number of people who are shopping online for the first time. With the current Social Distancing orders in place, consumers are required to stay inside, which forces them to buy all types of products online that they would have otherwise bought in-store. This trend will continue after social distancing requirements are removed as consumers learn how easy it is to shop online and build those new shopping behaviors into their shopping habits. Due to the increase in online traffic, it is more important than ever to be the brand in front of your target audience while they are searching for your product or service. This is an ideal time to gain new customers and build loyalty, thereby increasing awareness and sales. Any marketing efforts with these goals in mind will also increase your reach within the current market at lower rates as competition lowers budgets and digital consumption increases. There are many ways companies can capitalize on the changes in search behavior to build their business for future success during this time. What if my company is not experiencing an increase in traffic? While many industries and companies are seeing some growth in sales and conversions during this time, some companies may experience a lull in traffic, creating the perfect opportunity to finish any projects currently scheduled for their website. This could be anything from a new website build or redesign to implementing different types of structured data on a website. When these projects are paused in progress or midway through, it gives Google more time to pick up on uncompleted work and index content that is not ready to be indexed. These types of mistakes can adversely affect a site’s current ranking with Google and can lead to recovery times that could even outlast the effects of the Coronavirus. Completing these projects and adding value through SEO during low traffic times will prevent issues and generate positive, long term traffic results. What are the Effects of Pausing a SEO Campaign? Loss of SERP rankings resulting in lower traffic to your website and potential sales or conversion loss depending your company’s goals and metrics. Problems with the indexation of your website, such as a loss of pages being indexed or potentially having duplicate content indexed. Reductions in site speed and / or user experience. Incomplete site redesigns or rebuilds. These projects are always especially important to finish and involve more than just development implementation as you also must ensure that everything is fully optimized to appear in the SERPs. SEO requires long term strategy and planning to acquire organic traffic that leads to conversions. Stopping or pausing these strategies can have many unforeseen side effects on a website. When a website’s SEO campaign has been stopped midway through an engagement, it is unlikely that the whole strategy that was planned will have had the time needed to be completed. This means that your website will not be able to see the full effects of the planned strategy and this could lead to the rise of many different types of issues. In Conclusion Consumer search habits and advertiser budgets have changed for the foreseeable future. With these changes in mind it is important to continue to show in the organic Search results when potential consumers are searching for related goods or services, especially if your paid budgets are reduced. If you are looking for the best way to not only increase your site’s traffic but also increase sales during periods when not everything is certain, turn to Advantix Digital.
With nearly all preeminent social platforms introducing ‘Story-like’ features to their platforms, it’s no surprise that short-term content is here to stay. Utilizing micro-videos, content and daily images that leverage your brand in real-time is a great way to increase engagement among audiences that thrive off of authenticity. Don’t forget to add stickers, polls and added features to posts in order to drive action (add those CTAs!) and resonate with your audience in order to create genuine connections. Video Content Continues to Boom With video content being the most widely shared asset on social media, brands can’t sleep on video anymore. With YouTube being only second to Facebook in daily active users, and Instagram heavily investing in IGTV with the new release of horizontal videos, a nap is a missed opportunity. IGTV IGTV’s vertical-only content has created friction for both content creators and media companies since it’s release in June of 2018. Although IGTV allowed room for a bigger audience, and new reach, the vertical-only platform often meant new content would need to be created for that platform specifically. However, with the new release of horizontal videos, this allowed industry professionals to analyze their ROI on videos that have already been produced for horizontal video platforms such as YouTube and Facebook. Although this resolution provided a remedy for content creation, there still is room for improvement – inventory for ads. Monetization on the platform provides incentive to both creators and brands, and at the moment, IGTV continues to do research on how to provide value to both creators and marketers while not disrupting the increasing amount of viewership. As an effort to address this issue, Instagram announced in February that they have made an internal prototype of an Instagram Partner Program which would allow content creators to monetize their content on the platform. Other Social Shorts Video content can be instrumental to the success of any organic or paid social campaign. One of the most important factors in promoting video campaigns on social media is understanding what type of video length and style works best per platform. For example, Facebook Watch can be used for long-form content, while Facebook ads short-form content can be used to showcase your brand’s personality and promotion of products. Likewise, Instagram TV (IGTV) focuses on long-from content that can be incorporated into your marketing mix by repurposing live-stream recordings, blog posts, and tip videos by giving an authentic look into your business’s day-to-day operations. Whereas TikTok and Byte focus on short-form content allowing brands to engage with their audience in 15 second and 90-second bite-sized clips, respectively. As a result of the increased popularity of short-form content, YouTube has announced that they are gearing up with the release of their added feature, YouTube Shorts. As this feature will live within the YouTube mobile app, this raises a serious threat for its competitor, TikTok, as brands and creators are already familiar with YouTube’s ad business and platform. Finally, following the footsteps of short videos series is Quibi, an up and coming platform, released in April of 2020, that allows users to watch short video series from their phone – similar to the premium content that Snapchat Discover offers from their Snap Original Shows and Facebook Watch, which features long-form video content shows. Tools For Creation Marketers frequently list a “lack of video content” as a roadblock toward creating engaging video ads on social. However, many social channels have taken great strides to provide brands with quick and effective tools to revamp existing images and videos. If creating video content on Facebook interests you…check out their newly expanded Creative Hub. Here, brands can get inspiration, collaborate with team members, preview on mobile and upon completion, can launch ads easily. Don’t have access to video content? Don’t worry – you can easily turn images into video as well! If creating static and video pins on Pinterest interests you…check out their creator tools, which allow you to make multiple pins at once. Pins that will accomplish your goals, by incorporating the Pinterest Catalog feature and complying with Pinterest best practices. If revamping your current assets and creating new ones on Snapchat interests you…check out their Snap Publisher. Here you can create vertical assets from scratch and add them to current campaigns in order to optimize ad performance. Be Relational with Your Customers Let’s be honest here. We all love when brands and businesses relate to us as consumers on a personal level. We love it, even more, when we see brands showcasing their customers too! Incorporating customer-centric content into your marketing strategy has become vital in establishing connections with your audience. User-Generated Content (UGC) In addition to building relationships with your customers, repurposing and reposting pictures, videos, and testimonials with their permission will encourage a steady stream of content shot for and created by your customers. This type of social proof is great for businesses because it helps build brand trust and encourages engagement with your following. Employee Generated Content (EGC) We talked about user-generated content, but what about employee-generated content? We love the quote “empower your employees and they will empower your brand”. Having your employees share content from your brand, such as blog posts, photos, and company updates to their social media accounts is a sure-fire way to build brand trust and reinforce relationships with consumers. A New Take on Influencing Influencers. You love them, you hate them. We love them. They’re a powerhouse for marketing and business alike. However, influencer marketing as we know it is being put under a microscope. But first, let’s gain some background knowledge in the world of influencing: Mega-Influencers are the highest tier of influencer, with 1 million+ followers. These influencers range from A-list celebrities, like Kim Kardashian, to well known fashion, beauty and lifestyle bloggers like Julie Sarinana. With a following that large and the highest viewership/reach, comes a price tag. Brands must decide whether the price of the partnership is worth what they will get in return and whether or not their audience aligns with that of the influencer promoting their product.
A multitude of industries are experiencing disruption within their businesses due to the outbreak of the global pandemic, COVID-19. In times of uncertainty, it is only natural that consumer behavior and patterns will change. In this new era of social distancing, it is important for businesses to adapt their strategies and rely on digital and social media strategies in order to provide value to their consumers. Increase in Social Media Usage In a recent LinkedIn survey, studies have shown that 43% of people are now working remotely. With the significant spike in work from home rates, it’s no surprise that it has had a massive impact on social media usage across the board. Platforms such as Facebook and Instagram have seen a 40% increase in usage due to COVID-19. Snapchat has reported that Snaps have reached an all time high, and even Tik-Tok has surpassed 1 billion installs. With the increased usage, many social media platforms have reported that their ads are performing better. In fact, Snapchat install volume for app ads have increased by 36% and the swipe-up rate has increased by 19% within the last month. This creates a unique opportunity to promote your brand, with a Global Web Index study reporting that 43% of consumers find it reassuring to hear from brands they know during the current pandemic. Trends in Paid Social Media The spike in consumption of social media across all platforms in tandem with a weaker ad demand from marketers has led to a significant decrease in competition in the auction. Brands who are continuing to run social ads are reaping the benefits of reaching their target market more efficiently than ever before. For example on Twitter, Nike has shifted their strategy to focus on how their products can be used anywhere and not just at the gym or other public locations. They have also taken the initiative to promote the importance of staying indoors, with their #playinside campaign. Other brands are using paid ads to bring awareness and inform consumers that their services can now be accessed through digital means. Anomalie, a wedding dress company, has been using paid ads on Facebook to inform consumers about their new virtual wedding dress shopping experience. Across industries, Cost per Thousand Impressions (CPMs) have decreased on average by more than half, not only that, but there has also been a decrease in CPC too. These trends align with what we’ve seen from our clients here at Advantix Digital as well. With usage at an all time high and competition in the market continuing to drop this is a great time for brands to fund paid campaigns. Brands can use this time to raise awareness to a higher volume of people, at a much cheaper cost. Trends in Organic Social Media Content There are a variety of brands that have already shifted their marketing strategy in order to align their message with today’s current climate. For example, many brands are taking advantage of Instagram’s live feature in order to engage with their consumers. Olive & June are using this feature to provide live mani bootcamps in lieu of in-person classes.