All posts by Evolution Digital

Post Covid19 Digital Marketing Tips & Insights

It’s safe to say that the Covid-19 Global Pandemic has certainly thrown us all, Digital Marketers included. Business owners have felt the heat and pressure from this latest societal and economical interruption in a massively significant way. A lot of people have had important decisions to make regarding their Company’s as well as their marketing strategies. 

Most companies are looking for ways to preserve finances, now more than ever, due to the level of uncertainty amidst the market, consumer behaviour as well as the challenges facing both local and world economies. And so, seeing as marketing can cost a significant amount of money, what we have been seeing so far is some people making impulse decisions early on (around the middle of March) eliminating marketing budgets, but for most, then coming back as they’ve seen that cutting budgets was not a sensible business decision (albeit there are some Companies who will sadly never come back now or post Covid-19 (whenever that is).

For some, it may have been necessary to pull marketing spend, for others, who had the means necessary, this crisis was an obstacle to overcome and they decided to adapt and keep the wheels turning. Of course, unfortunately, this is not always an option for all businesses, but those that did manage to keep up and hold tight will certainly be at a strong advantage as we come out of this initial apex of the coronavirus crisis, and will continue to come out stronger for when things eventually return to whatever the new normality will be.

Businesses & Companies that have adapted their marketing strategies to the current climate, are mainly in a strong position and can feel secure knowing that they have not fallen behind their competitors. 

It’s vital to now not drop the ball and to understand that Digital Marketing in the past and present, will not be the same as in the future or for this “post-Covid-19” era that’s ahead of us. 

Marketing is evolving, and certain adaptations need to be made as we re-enter some semblance of “normal” life. Marketers should now be preparing for these adaptations as there will be yet another dominant shift in customer behaviour very soon.

 

Digital Marketing Considerations To Be Mindful of:

 

Bidding & Budget Strategies

We all know that setting up a Google Ads / Adwords / Paid Social Campaign and leaving it be is not going to get the desired results. With such strong and ongoing changes in cultural behaviour it is even more important to roll with the punches. 

It does not make sense to leave everything as is as we start to get out from under covid19. Focus on ROI and prioritise bidding strategies that deliver results. 

Constantly Monitor and adapt your automated and manual bidding strategies because another big shift is coming.

 

Search Trends & Keywords

SEO specialists need to keep up with the ever-changing search trends. It’s vital to know what your target audience is searching for, to recognise changes in search intent, and to regularly strategize based on your findings.

 

Messaging & Device Strategy

Messaging is going to face another major makeover. Ensure to review all messaging and ad copy and make necessary edits.

Ad copy that is no longer relevant will need to be modified and anything insensitive will need to be revoked. It’s important to stay empathetic about what has gone on and understand that many have suffered great losses. 

Keep an eye on competitors and monitor what their messaging includes, what offers they may be promoting, and how they are performing. 

Understand your buyer personas and adapt them to your current cultural and local climate. 

If you’ve not already done so, It’s time to rethink device strategy, many people may possibly be in a few months commuting to and from work again and so we predict a strong resurgence in mobile use. 

 

Content

A lot of digital marketing specialists have been performing content audits and creating a higher level of content during this time. It’s important to note the importance and vitality of strong quality content and keep up the good work.

If you have not done so, review your content quality, and improve on it. This means having the best possible websites, landing pages, evergreen content, and continuing to upload relevant and helpful blogs, videos, webinars, etc.

This is not the time to drop the ball!

 

Remarketing 

If you have been keeping up your Digital Marketing attempts, and engaging with customers as well as working to gain more reach and potential new customers, you’ll find yourself in an ideal situation to benefit from remarketing. We recommend you should have a fresh and targeted audience that will prove effective for remarketing campaigns. Utilise this.

 

Technicalities

Don’t forget to revert any changes you may have made when the time is right. 

Update your Google My Business page, business opening hours, or contact information. 

All of this can’t be ignored or else your business risks looking sloppy.

 

Key Takeaways Going Forward

Agile marketing becomes essential for success

What we’ve noticed as we step away from the initial peak of the Covid19 crisis is that agile marketing is the way forward, as well as something all marketers should have been implementing all along. The rapid leaps that were made in strategising for the situation we had all found ourselves in have only highlighted the importance of responsive marketing. This will be the way forward and marketers will need to prioritise ROI as well as quality content and brand image to be successful. The level of content control and awareness that has been reached must continue, with constant reviewing and analysing of customer behaviour and consumer lifestyle. This will provide a localised & personalised consumer experience in terms of any content or ads that are being published, this is the future. Digital marketers must constantly adapt or risk being left behind and risk tarnishing a brand’s image.

Some form of social distancing, and certain restrictions, will most likely remain for the foreseeable future, and consumer behaviour is not likely to return to “normal” for quite a while, it will only continue to shift. This is not news; people change and situations change. This is where Digital Marketers need to stay on top of their game and keep up the agile marketing tactics that have become so dominant throughout this pandemic. 

 

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Google May 2020 Core Update: What You Need To Know

On May 4th, 2020, Google turned out the latest in its chain of Google Search Broad Core Updates. This is the first core update to be announced since the beginning of the Covid-19 pandemic. So much has changed since the outbreak of coronavirus took hold here in Ireland and beyond, including major changes in consumer & search behaviour, which is why this core update may have an even more prevalent effect on rankings than most. Some rankings may have changed already, so now is the time to check in on your analytics, and continue to monitor and note the changes with your keyword positions. Going forward, Google has suggested those with depleted rankings to “fix” & improve their content based on previous guidelines, so when the next Google Core Update is announced, you’ll hopefully find your way back up.

core update

 

What Is A Broad Core Update?

Google is constantly changing, evolving & adapting its algorithms to provide the best possible results for searchers. Minor tweaks are performed daily, but every few months or so Google releases a ‘broad core update’. This is a larger update that may noticeably change where your page ranks on the SERPs. Google ever so kindly informs us when they make these updates so that us content creators can prepare for a ‘Judgement Day’, of sorts. Essentially, Google’s goal is to give credit where credit is due. This means a reassessment of old and new content, every few months, to decide who deserves those top search spots the most. They call these reassessments – ‘Broad Core Updates’.

 

What Does This Mean For My Website? – A Content Reassessment

This means the content that you worked super hard, (or maybe not so hard?) creating, is going to be analysed by Google’s shiny, freshly-updated algorithm, and it could potentially move up or down in search results. In the blog version of the official update, Google has informed us that if you’ve dropped in the rankings, it doesn’t mean there is necessarily anything wrong with your content, you’re still following the guidelines and offering a fine piece of work. What it does mean is that the latest algorithm has assessed all the content for a particular search keyword and decided that certain results are better and deserve those tops spots.

 

Why? What Kind Of Content Should You Be Producing?

Google rewards original, informative & valuable content. Make sure that your content offers more than your competitors’. There needs to be freshness and uniqueness. Google’s core updates favour engaging, shareworthy publications. So make sure anything you release on your website is of the highest quality. Be sure to take your time and perfect your work. SEO experts should now be taking the time to inspect analytics and follow guidelines from Google based on previous outputs around topics such as BERT. Covid-19 has taken search queries and spun them like a top, with a lot of topics that were once highly sought after becoming almost irrelevant, and many others seeing a surge in search relevancy. 

 

search update google

 

 

Content Creation Tips for Core Updates

Whether you have been immediately affected or not, the best way t prepare and recover is to produce or alter old content to adhere to Google’s advice. 

 

  • Keep it quality

 

Make sure your content serves a purpose and informs. Keep it engaging and ask yourself if your content is share-worthy? 

 

  • Keep it original

 

We all know that Google is not fond of duplicate content. Keep it original and fresh. If you’re writing about something that’s already been written about, that’s fine. Ensure you write it in a personalised way and offer something extra to the table. 

 

  • Keep it tidy

 

Grammatical errors will deplete your content quality ranking. Keep headlines and content descriptions to the point and informative.

 

  • Keep it classy

 

Make sure you’re not writing content for the sole purpose of ranking in search results. Don’t keyword-stuff, write with the good intentions of informing/ educating/ assisting your readers. 

 

If you would like a more detailed list of factors that Google’s algorithm is assessing, the full Google blog-style update  includes that and more on their latest core update.

 

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5 Insider Email Marketing Tips You Didn’t Know You Needed

I am sure you are well aware of how annoying it can be when your inbox is full of ‘Spammy’ marketing emails from various companies. Let’s be honest most of these E-mails you delete before even opening them, or if they are lucky enough to attract you to open them well…. Let’s just say they end up in the trash pretty soon after. So how can you as an E-Mail marketer ensure that you grab your audience’s attention? To get the most from your audience, you have to put yourself in their shoes and write your emails with them in mind. Think about all of the emails you receive on a daily basis from companies trying to market their products or services to you. If you received a marketing email you had to sign up to receive it, which means at some point you were interested in what they had to offer. So why do you only open some emails and not them all? You’re about to find out. Here’s our top 5 tips to change the game for your email marketing campaigns.

 

1. Encourage Interaction

Just like social media, Email marketing can be a gateway for meaningful conversations with actual customers who’re interested in what you have to offer. So how can you encourage more interaction?

 

  • Make Sure Your Subject Line Stands Out

Talk to your audience, make your email irresistible compared to everything else in their inbox by using personalisation and automated emails. Services such as MailChimp can help you with this.

 

  • Let Your Personality Shine

If you’re funny be funny, if you like to educate then write in a tone that will inform your audience. The people you are targeting already like what you have to offer and by being yourself and targeting your audience using a style of writing that suits your company you are much more likely to succeed.

 

2. Stay Away from The Spam Folder

This may seem obvious but many still end up in the Spam folder. The CAN-SPAM act will catch you out if you target anyone who has not opted in to your emails, so be careful how you handle this.

Poor formatting, such as excessive use of capital letters or other Hyperbolic phrases can send you on a one way trip to the spam folder. For more advice on this check out MailChimp’s guide.

 

3. Include an Easy Way to Unsubscribe

This may seem strange; you may be thinking “Why is he telling me that when it’s hard to have people subscribe in the first place?” Well, if you allow people an easy way to opt out they will feel much less held captive and less likely to mark your email as spam. The CAN-SPAM and GDPR laws also state that this is a must for all marketing emails.

email image

4. Ensure Your Emails Are Responsive

According to Movable Ink’s Q1 2014 US Consumer Device Preference Report 66% of all emails globally were opened on either a smartphone or a tablet. So if your emails are slow and unresponsive on these devices its likely you will lose out on a huge number of potential clicks and probably end up more often in the spam folder.

 

5. Provide Value

Why should anyone open your emails? What are you doing to make it worth their time? For B2C marketing this may be slightly easier, you might include discounts of offers but for B2B companies what are your doing to give your email audience value? You may want to give away a free E-Book or a Guide. Providing value through email marketing is one of the most important aspects of any successful campaign.

 

Conclusion

Email marketing is a fantastic tool to generate a stable income of leads for your business when done correctly. If you follow these tips you will most certainly be off to a fantastic start to optimising your email marketing campaign to generate the leads you desire.

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What You Need To Know About Linkedin’s Algorithm Update

What You Need To Know About LinkedIn’s New Algorithm Update

These days, the major tech companies seem to be constantly coming out with new algorithm updates, making it difficult for us to keep track of all that is new. Even though it may be difficult to keep up with, it is important to stay up to date with these changes as each one impacts the industry best practices to some extent. LinkedIn recently updated their feed algorithm in order to maximize responses and boost activity amongst users. The algorithm update comes as a response to skewed engagement metrics that resulted in a disproportionate newsfeed prioritizing users with more followers. This involved LinkedIn completely rebuilding their model for candidate selection and redefining their objectives. Here is what you need to know about the new update.

 

Social Media

 

 

Content Creators Will Be Rewarded

LinkedIn is looking to achieve more activity from all users across the board in order to make the platform more engaging. To encourage this, they have added a metric to the newsfeed algorithm that rewards content creators on the platform, instead of simply showing content with already high engagement. This is to make LinkedIn a more active place for discussion with broader participation by increasing the variety in the content shared on the platform, straying away from the same top 1% of content being shared repeatedly.

In this new update, LinkedIn considers created content as a “contribution” when it is something that is likely to be shared, commented on, and reacted with. Users who create this type of content will, in turn, be considered “audience builders” on LinkedIn, and will be rewarded for the value that they contribute to the feed. The LinkedIn feed will now have “contribution” as a new objective when deciding what posts to feature in the feed. These contributions will help to facilitate more professional conversations and retain active users.

Going forward, this means that if you want your content to appear on your followers’ feeds, then you should create content that users will want to share and interact with. The more that your content encourages activity amongst users, the more likely it is to be featured on their feeds.

 

Feed Ranking will be optimized for Professional Conversation Contributors

LinkedIn’s goal with the updated newsfeed is to promote conversations that are relevant to specific users and their professional development. Content is deemed relevant if it is valuable to the user seeing the post, adds value to that user’s own network, and brings value to the original creator of the post. This new model predicts professional conversation contributions and will help to achieve this goal. The update will not only be beneficial to content creators and their followers, but it will also help to progress the various sub-communities on the platform are impacted by seeing a post.

In order to ensure that your performance is optimal, you should prioritize your specific audience niche when creating your content as they are the ones who will see your content as a professional contribution and thus be promoters for your brand. Use of relevant hashtags will also serve in your favor as it will help to tag your content as a relevant contribution. Finally, try asking industry related questions as this will raise discussion within your community.

 

Types of Posts that will help to Maximize Reach and Engagement

In order to help you maximize your reach and engagement for all the content that you create, LinkedIn has suggested the following best practices:

  • Post content that encourages a response. For example, if you’re posting a link to an article, express an opinion with it.
  • Think about using the best post format for your topic. Posts do not have to follow anyone type of format, and LinkedIn’s algorithm does not take preference of any particular format either. If a video would increase the value of your post, then it is better to include a video over other formats.
  • Use @mentions to pull other people you know into a conversation. If one of your connections could add value to your post, @mention them. Make sure that the people you mention are likely to respond and that they equally see the value in being tagged themselves.
  • Engage in conversation. Respond to your commenters to encourage more activity.

We hope that this helps to clarify the new updates from LinkedIn and that you will be able to implement these best practices into your strategy. If you are looking for help with your Linkedin or social media strategy, make sure to Contact Us at Evolution Digital to organise a free consultation.

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How Companies can Increase their Sales Pipelines using B2B Online Lead Generation

 

London Research Director, Linus Gregoriadis, recently spoke about the key attributes for B2B online lead generation success. In this webinar, he touched on best practices for online lead generation, and how industry leaders are managing to drive high volumes of quality sales leads. Here is a brief overview of what he focused on in his talk, along with our own observations as a company specialising in Online B2B Sales Lead Generation.

1. A Good B2B Online Lead Generation Campaign Definitely Delivers Measurable Results

Online lead generation is an absolutely vital component of B2B digital marketing that allows companies to transform prospective customers into buyers or partners. This concept is currently massively thriving as it successfully leads to tangible results.
By 2020, 50% of marketers are expected to increase their budgets for online lead generation. Companies who do not directly invest in this strategy will be depriving their Sales Teams of much needed fresh sales leads and lose out to their competitors.

2. Measuring success and ROI is a key challenge – but is actually easy if everything is set up and implemented correctly.

Measuring success from online lead generation can be difficult if everything isn’t set up correctly to track and measure. More than 50% of companies say they are struggling to understand ROI based on sales data (ie closed sales from new customers).

This absolutely should not be the case, as it is easier now more than ever by utilising tracking tools on your website, website landing pages, click thru analytic tools from your Mobile Website and then setting up your Sales CRM (Customer Relationship Management) Software to track the inbound individual sales leads from a Search on Google to your website; or a View through one of your Social Channels.

If you can clearly determine a lead generated online from other sales, then you will be able to measure your ROI and make decisions on where best to focus ongoing and future B2B Online Sales Lead Generation Activities. Once you can measure your success from online lead generation, you will then see the full fiscal value and can justify spending more time and resources towards the strategy in acquiring new customers.

3. What Digital Activities & Channels Should You Be Considering?

Google Ads?
SEO?
LinkedIn?
Facebook?
Instagram?
Twitter?
Email Marketing?
Re-Marketing?
Content Marketing?
Organic Social?
Paid Social?

Our approach in Evolution Digital is that before you decide on what channels and activities you should work with; and what budget you should be making available, and also what resources you will need within your own Company to get a measurable return, is that you should go through a process of evaluation on your previous activities, current situation analysis and future plans and aspirations for your Company. Check out how many sales leads did you get that converted in business in the past, what was the fiscal value of this business and what did the ROI look like in Money Terms? Remember this is about Sales Lead Generation and not necessarily a Marketing Activity around brand awareness!

Based on this evaluation, then devise a strategy paying heed to your budget and resources; then implement it, measure results and do this on and ongoing basis. If you feel you have the skills and knowledge inhouse to do this, you should utilise this inhouse expertise and if not you should consider asking an expert Digital Agency to carry out this specific piece of analysis work for your Company before implementing any campaign or spending any budget.
Measure twice and cut once!

5. The Importance of Having a Balance Between Content Quality and Value

While many marketers are comfortable with content creation, many do not identify as advanced in this area. In order to have a successful content marketing strategy, you must find a balance between quality and value. Creating high quality content is important, but it is also necessary that this content delivers value as high quality content without value won’t drive traffic or capture leads. When you develop a successful piece of content with high value and quality, you will want to continue to repurpose it for different customer segments or indeed different Digital Channels. One of the most well known sayings is “Quality over Quantity”; and when it comes to content marketing, this is especially true. High quality content that delivers value will generate significantly more online leads than just constantly putting out content for the sake of having content!!

6. Collaboration between the Sales and Marketing Teams across your Company will increase chances of success.

In order to truly benefit from online lead generation, strong collaboration between your company’s sales and marketing teams is important. The sales team relies on the marketing team to provide strong leads, while the marketing team expects the sales team to follow up on these leads. If both teams are working harmoniously, they will be able to come together to gather maximum value from online lead generation. Obvious but it’s amazing how many Sales and Marketing Teams don’t work as well as they could and then the Company itself build’s strength by winning new business.

sales & marketing software

Conclusion

It is clear that B2B companies can greatly benefit from B2B online sales lead generation, but in order to do so, a successful strategy must be implemented, managed correctly and there are pre-set measurable KPI’s. If your company is willing to directly invest in the right areas, create valuable content, and learn how to measure success from these leads, then you will be able to maximise the obvious benefits from B2B online lead generation.

If you are looking to grow leads for business, make sure to Contact Us at Evolution Digital to organise a free consultation.

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5 Tips To Optimise Your Website For Voice Search

 

Google Voice search

 

According to Comscore, by 2020, 50% of searches will be conducted using voice search. What exactly is voice search? Voice search allows people to use their voice to query a search engine via their phone or digital assistant. In recent years, voice search growth has increased exponentially with the introduction of smart speaker devices including the Google Home, Amazon Echo, and other home assistants. The growing popularity of these devices means that voice search is no longer just a fancy gadget feature, but that it has been integrated into our lives as a way to improve the convenience of daily tasks.

Ranking on the first page of search results on a search engine is difficult, but with voice search, it is even more so as only three results show for mobile and just one result shows for smart speakers. Due to this small window of opportunity, ranking at the top means everything. Here are 5 tips to help you optimize your website for voice search.

 

1. Monitor Your Page Speed

 

The benefit of using voice search on your phone is receiving immediate results as you’re on the go. People using voice search expect their answer quickly. Therefore, voice search results load at a 52% faster rate than average pages. Google has understood the importance of giving users quick answers, which is why page speed is now considered in mobile search ranking. This means that page speed is important as it influences whether or not your website will appear in the voice search results.

The average mobile landing page loads in about 15 seconds whilst the optimal time is under 3 seconds. If your website is not ranking well on mobile search because of page speed issues, then it may also result in a negative affect on your voice search rankings. In order to ensure that your website speed is optimal, first you must analyze your website at its current speed. Google has come out with tools, such as PageSpeed Insights and Test My Site, which can help you with this. These tools will tell you what your site’s current loading time is, what the optimal speed is, and how you can improve to make it faster.

 

  1. Consider Voice Search When Choosing Keywords

 

41% of people using voice search say that it is like talking to a friend. If people are asking their digital assistants questions as if they were speaking to a human, then your keywords need to change to accommodate this. Try changing your content to contain more natural, conversational keyword phrases that your target audience is more likely to use. To help you brainstorm, tools like Answer the Public can help you see what kind of questions people are asking in relation to your original keywords. Google’s “People Also Ask” tool can also be useful to see what kinds of questions people are asking in relation to a specific topic.

 

keyword research

 

  1. Structure Your Site to Make the Customer Journey Easier

 

A great way to optimize your content for voice search is to map out the customer journey. This will allow you to identify any questions that the customer may ask along the way that could be answered using voice search.

Here’s an example of steps that a customer may go through when considering which home assistant to purchase:

 

Awareness: What is a home assistant?

Consideration: What are the benefits of using a digital assistant?

Purchase Intent: Which digital assistant is more user friendly, the Amazon Echo or the Google Home?

Decision: Where can I buy a Google Home?

Retention: What other products support the Google Assistant?

Advocacy: Can I sign up to get newsletter updates on new features for the Google Assistant?

 

When creating content on your website, make sure that any frequently asked questions are addressed and that your content is clear and easy to read.

 

  1. Mobile Friendly Is Voice Friendly

 

A majority of voice searches happen on mobile devices. Recent algorithm updates for search engines show that websites that are mobile friendly will rank higher in the search results. If you are already optimizing your website with a mobile-first mentality, then your website will also be better suited for voice search rankings.

One way to make your website mobile friendly is to use structured data to make your content easier to read and more relevant for voice search results. Page speed, as mentioned before, is also important in ranking highly in search results. To assist you with this, Google has developed Accelerated Mobile Pages (AMP), which will help you to lower your load time for your website and receive mobile search prioritization. Finally, because many of the searches on mobile devices are location based, such as queries about local business hours and services, tailoring your content to be relevant to your location will help you to rank higher. You can do this by developing your content to answer relevant location-based queries.

 

mobile voice search

 

  1. Don’t Forget About Featured Snippets

 

Featured snippets are snippets from your website that are featured directly in a search result. Google will pull the most relevant content on your page and call it out in a box on the search results page. Featured snippets are especially important in relation to voice search as the content in the featured snippet box is what digital assistants will actually read aloud in response to a voice query. Up to 30% of Google queries contain featured snippets, which means if your content isn’t good enough to be featured, then you’re lowering your chances of the digital assistant picking your website to answer the user’s query.

Voice search has begun to be used widely and will continue to grow in popularity. While there are many clear benefits of voice search, as this technology continues to develop, more advantages will also arise. If you have already taken voice search optimization into account in your SEO, then your content visibility is already at an advantage to those that have not.

Voice search is just at its beginnings, and it isn’t going anywhere. These 5 voice search optimization tips will help you prepare your business to remain a leader in search engine rankings.

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