Sometimes determining the best keywords for your brand can be difficult. There are lots of words that COULD fit in to what your company does, but the execution doesn’t always work out. Below, we explain a few best practices that will ensure your ad dollars go to the best possible key words.

1. Not every word that pertains to your brand’s function should be used on AdWords. Some words are too broad and could make your ad populate for searches that don’t pertain to your work function. If you are a bakery, but only design wedding cakes, then advertising for bakery will extend your audience to people looking for bagels, cupcakes, bread, etc., and thus wastes your advertising budget.
2. Pretend you are your customers, and think about every keyword they could potentially search for to find a business like yours.
3. Take note of your budget. Some key words cost more than others, but if these are the keywords that are most pertinent to your business, then they are worth the investment. It is always wise to spend where your customers are looking.

Pew recently released a study detailing the most used social media platforms. This year, the surprising winner was YouTube, which 73% of adults use, beating out the previous dominating platform: Facebook.  Facebook is the second most popular due to its appeal to older generations. Fifty-five percent of adults 50 and over use Facebook, while only 7% use Snapchat. This proves there is a generational divide amongst social media platforms, with the younger generations adapting to the newer platforms. Instagram, Snapchat, and Twitter remain popular, but amongst the younger generation.

 

Though the original social media platform may still dominate, in this day and age, there is always going to be competition. As innovators create new concepts, users will flock. Remaining current in the digital age requires an eye towards the future and attention to research trends. Recently, due to backlash against Instagram’s algorithm, another platform has seen a surge: Vero. Though its staying power has yet to be tested, this is mere proof that in a week, things can change in the digital sphere. It is important for marketers to stay informed, pay attention, and be flexible.

 

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2018 is here and the digital realm continues to evolve prompting new marketing trends, so what will be big in 2018? Below are a few of the marketing trends we know will continue to be huge this year.

1. Transparency and Accountability for corporations: Just like every other realm of life, accountability is HUGE. People want others to be held accountable for their mistakes, and the same is expected for businesses. Brands that are green, assist the community, and treat their employees well are viewed much more favorably. This is the year for authentic brands and for brands to SHOW consumers behind the scenes.
2. Non-visual content: People can now ask Siri, Alexa, and Google what the weather is, to order more paper towels, and text a friend, making consumers more comfortable with a non-visual experience. Podcasts are also gaining in popularities, so brands need to capitalize on these opportunities
3. Individual communication: A simple FAQ page is no longer sufficient. Consumers demand easy, personalized answers, which is why chat bots are huge right now for any business that needs customer support or sales information.
4. Influencer content: Bloggers were all the rage in 2017, and though this is still true, there is a slight change in brands strategy. Now, brands are honing in on individuals who have similar values, target audiences, and have established communities. It is easier and less expensive to gain traction with an established individual than build a community from scratch.
5. Live video: Between Instagram, Facebook, and personal pages, live videos are taking off. It is a way for a stronger consumer connection and Facebook reported users comment 10x more during live videos, thus encouraging greater interaction. Now, these videos need to be relevant and well thought out, but they are more genuine and authentic than prepared videos, which relates to our first note.

 

 

The holidays can be a profitable time, but you have to make sure your product is in front of the consumer. There are a few steps to creating an effective holiday marketing strategy, and if you put forth the work, you could see great reward! Here are our recommended steps:

1. Make a holiday calendar. Develop a schedule and maximize the time you have. Also, keep note of the big shopping days: Black Friday, Small Business Saturday, Cyber Monday and of course, all the days leading up to Christmas.
2. Take note of the trends for this year and capitalize on them. Do you sell what everyone is talking about, or can you contribute to the conversation in some manner?
3. Be a holiday shopping resource and make holiday gift guides! You consumers will appreciate it.
4. Make a holiday event or a sale. It’s an expensive time of the year, so everyone loves to think they’re getting a deal!
5. Be true to your brand, but this is also a great time to show your human side. Show your employees, family or other meaningful messages.

Whether it’s social media, blog posts, or email newsletters, it is important to establish your brands voice. This should be reflective of what the company does and how you want it perceived. For example, a lawyer should be approachable, but also serious. This is a person you should trust.

A consistent voice gives the perception of being a reliable brand, one consumers can trust. This will also build brand loyalty if consumers believe they can expect the same level of service and quality every time. Nordstrom has perfected this with their customer service focus. Consumers know what to expect when purchasing from Nordstrom. Similarly, a consistent voice can build a following. Nike’s “Just Do It” campaign attracts go-getters who appreciate and relate to Nike’s strong, empowering message and persona.

Developing a voice can set you apart from your competitors and let consumers know why they should choose your brand. Be relatable and consistent.