Blog Archives

Katya Wagstaff

In this age of social media, we can connect with friends on the other side of the planet in no time at all. Distance is no longer a hindrance, and yet, more people feel detached from society. Amidst the pros and cons of a digital world, brands must learn to adapt and connect in new ways. Although face-to-face interactions are less frequent, the social media age brings many new opportunities for brands to be a part of consumers’ lives.

However, like parents trying to fit in with their teenagers, brands sometimes struggle to connect. Unfortunately, we can’t help you with any parenting woes today, but we do have a few strategies to help brands genuinely engage with their consumers via social media.

Get to Know Your Consumer

In order to reach a consumer, you need to know who the consumer is. Take the time to find out as much as you can about them. What do they like? What do they not like? What are their purchasing behaviors? By knowing more about your consumer, you’ll have a better idea of how to reach them.

Also, understand where your consumers are physically and digitally. Pinpointing a consumer’s location provides valuable information such as distance to your business, competitors in their proximity, local hot spots, etc. Find out which platforms your customers engage with most frequently. There are many social platforms available: Facebook, Instagram, Twitter and LinkedIn are some of the most commonly used. These platforms are all unique in audience, tone and messaging. Instagram attracts a younger, visual-focused demographic, whereas LinkedIn attracts professionals in various fields. Your consumers will be more receptive to your messaging when it is on the appropriate platform.

Relevant Communication

Once you have a better grasp on who your customer is, it’s all about timing. Keep your content relevant. Posting a Gangnam Style parody might seem funny but is so 2012. Take time to research and stay on top of important topics and trends, particularly those that relate to your brand. By staying relevant, consumers will be more interested in the content you produce. Instead of begging them to pay attention to you, they’ll already be right there and tuned in.

Staying relevant also includes optimizing social media posts to go out at the right time. Find out when your target audience is online and post accordingly. This will keep your posts at the top of a consumer’s feed so they will be more likely to notice and engage with you.

Quality Content

This may seem like the most obvious strategy, so maybe it’s more of a reminder. Though we’ve all had a day when deadlines are eminent, other projects pop up and social media posts fall to the backburner. However, don’t sacrifice quality simply because you need a post now. Take the time needed to produce quality content that your brand can be proud of.

When developing content, consider your intent. A recent Ad Week article suggested a few intents that will help your audience genuinely engage with your brand: in ways that entertain and educate. Entertaining content will capture consumers attention and lead them to engage with your content and even share it with friends. Brainstorm ways your brand can stay true to who you are and entertain the masses.

Consumers are also eager to learn. What expertise do you possess? What nuggets of wisdom can you hand out? Create a small dose of knowledge in a how-to video, tutorial or other form, then include a “learn more” call-to-action. Curious consumers will be excited to learn from you. Quality content will draw consumers in and keep them coming back to your brand.

Apply these strategies to your brand’s social media and watch your consumer engagement increase. Learn more by talking to an agency content specialist today.

SEO consumer on computer

Google is the great, wise guru we all turn to for the answer to everything. Google amasses over 79 percent of desktop searches worldwide. This isn’t breaking news—the world has relied on it for a number of years. For brands and agencies, this means SEO, or Search Engine Optimization, is essential. However, SEO has been around for a while and people are asking—is it still worth the work?

What is SEO?

Search Engine Optimization is a digital marketing strategy that helps your website and content show up in online search results. When employing SEO strategies your websites and content won’t show up as an advertisement, they will be in the regular, or organic, search results. This is important because organic results are 8.5 more likely to be clicked on than paid search results.

There are consumers out there with questions and you have the answers, and like a matchmaker, SEO connects the two of you. SEO will allow you to meet the consumers who actively search for information related to your products and services.

Studies have shown that the first three results from a Google search get 60 percent of traffic. If you are lower on the list, or heaven-forbid, not on the first page, you won’t get nearly as much traffic. Invest in SEO to get yourself up where consumers pay attention. If you’re a smaller organization and just thought to yourself, “Forget it, this is a money game and there’s no way I’ll win,” think again! Google recognizes that the little guys would have no chance if it was only about paying to be at the top. There are many small steps any brand or organization can take to be successful.

SEO strategy does take some time to set up and monitor (patience, young Padawan) but it’s absolutely worth it.

New Trends

Although the overall idea of SEO remains constant, strategies and trends are constantly evolving. For example, keywords are still relevant, but don’t stuff your content with too many keywords—search engines are smart enough to recognize this. Instead, keep your audience in mind and continue to write content geared toward them because then you will organically insert the correct amount and type of keywords. Also, keep in mind that SEO is more than just keywords.

Forbes released a list of up-and-coming trends in SEO which include optimizing for voice search (Siri, Alexa, Echo, etc.), updating all links to be secure (https), making sites mobile-friendly and insuring that your sites load quickly.

Forbes also mentions that long-form content seems to be ranking higher on Google. Users tend to look at long-form content for a longer period of time and share it on social media more often. However, the long vs. short content battle is far from over. There are pros and cons for each form. Short-form content is generally better for mobile devices and has a higher potential to go viral. Best practices vary by brand. Consider your brand’s personality and goals, then choose the appropriate content forms.

Agencies

If you want to create or update your brand’s SEO strategy, there is a lot you can do on your own, provided you put in the time needed. Google also suggests that SEO experts and agencies are helpful because they can review your site content or structure, give technical advice on website development, review your use of JavaScript, manage online business development campaigns and have expertise in specific markets and geographies, among other services.

Start a conversation with your agency today about SEO strategy.