Digital Marketing Tips that Can Double Results

Digital Marketing Tips that Can Double Results

by | Jan 26, 2023 | content marketing, Content Strategy, digital marketing, digital news, News, social media marketing

With a fresh year ahead of us, small business owners are looking for ways to elevate their marketing game. Hitting your revenue goals is all about increasing brand awareness and generating new leads — and, of course, serving your customers well. Digital marketing is a powerful way to reach both potential and existing clients, but there are many ways to go about it (some more effective than others). We’re kicking off the year by rounding up the best marketing strategies for 2023.

Video Marketing

​​“Video is just becoming so much more important, especially with the rising use of reels,” says Matthew Hall, Senior SEO/SEM Specialist at BrandMinded. “We’re going to be focusing on producing more video content for social media for our clients this year.”

Considering that 20% of all Instagram activity takes place on reels, it is critical to drive exposure so we can maximize our client’s reach potential. It’s no secret that short-form video is taking over social media, so in order to get in on the action we need to stay knowledgeable about the ever so changing algorithms of platforms such as Instagram.

“We’re seeing a lot of video content for sure, especially short-form video,” says Alyssa Drum, Digital Account Coordinator at BrandMinded. “With the rise of Instagram Reels and YouTube Shorts, a lot of platforms are trying to get in on that. We have such a small window to capture our viewers’ attention right now.”

She suggests creating two versions of a video when working on any campaign; a 15- to 45-second one for social media, and a longer version for the brand’s YouTube channel or website.
Hall adds that Hulu is another platform worth exploring. “In the past, you’d need to have a media buying agency handle that, but now Hulu has opened it up to marketing agencies like us,” he says. “That’s something we’re exploring a lot as well because we think there’s a lot of value there.”

Authenticity

Digital marketing is continuing to evolve and change. What worked a couple of years ago isn’t necessarily resonating with audiences anymore, especially on social media.

“Authenticity is big,” says Drum. “In the photos we post, people want to see things that are organic-looking and natural, as opposed to a graphic style.”

In other words, social media users will likely scroll past a generic, static image. Instead, the focus right now is on storytelling, connection, and a sense of realness. In 2023, Drum plans to leverage social media takeovers to capture user attention. This is often an employee or someone relevant to the brand “taking over” the company’s social media channels. The result is a more face-to-face feel. It’s similar to doing a “Team Tuesday” on social media. This allows users to get to know a company, which helps humanize the brand.

“We usually get more engagement with those kinds of posts,” says Drum.

Partnering with Nano-Influencers

You might think that teaming up with a big social media star would be a great marketing strategy, but it can be hard to persuade these folks to work with small businesses. Drum says there’s another approach that’s proving to be very effective.

“Nano-influencers are becoming a big thing,” she says. “We’re moving away from big, A-list celebrities partnering with brands and going more toward social media users who have only a couple thousand followers.”

These influencers still have substantial reach, and they may be more likely to believe in your brand’s values. Drum says it’s a great way to promote a genuine feel and earn the trust of social media users.

Strategic Content Marketing

Google rewards helpful content. This is content that puts people first, instead of trending keywords. Brands that are focused on gaming search engine results could be penalized by Google and actually worsen their ranking. Strong content:

  •  Is well written and authentic (not generic)
  •  Is relevant to your target demographic
  • Helps web visitors get information or solve a problem
  • Establishes a sense of trust with the reader
  • Demonstrates your brand’s values

When it comes to the best marketing strategies for 2023, BrandMinded understands that every small business is different. The strongest approach for your brand will depend on your goals, target demographic, and brand identity. We’re here to help you figure out what it all means — and create a game plan that works for you. Contact us today to get started.

Google Helpful Content Update — Is Your Content Helpful?

Google Helpful Content Update — Is Your Content Helpful?

by | Nov 17, 2022 | content marketing, Content Strategy, digital news, News

Google made a splash a couple months back when it announced its helpful content update. It has officially rolled out and is meant to prioritize people-first content, while devaluing clickbait and unhelpful content that’s just trying to catch traffic. It’s part of a broader Google initiative to improve the search experience. Here’s how it works and how it could affect your content marketing strategies.

What is the Google Helpful Content Update?

The name sums it up well. Google officially unveiled the helpful content update back in August as part of a larger goal to weed out unoriginal, unhelpful content from search results. That includes web copy churned out by artificial intelligence (AI) and content farms. It’s designed to reward content that leaves visitors feeling satisfied. On the other end of the spectrum, content that doesn’t hit that mark won’t perform well.

At first glance, that may sound a little subjective — who’s to say what’s helpful and what’s not? Google further clarified by offering these two points of advice:

1. Put People First

The idea is to create satisfying content while sticking to SEO best practices. Google encourages marketers to put their existing or intended audience for their business at the center of all their content. When writing new content, ask yourself if they’d find it useful. Also, does it prove that you’re knowledgeable on the topic that’s being covered?

If you’re a medical provider, for example, your content should be geared toward patients who are in your key demographic. It should be well researched, relevant to the searcher, and effective in answering a specific question or solving a problem. In other words, they should leave your site feeling like they got what they needed.

2. Don’t Create Content Solely for Search Engines

You don’t have to abandon SEO best practices. On the contrary, it’s about using them to better serve your audience. Instead of creating content with the sole purpose of snagging a top Google ranking, it’s about producing focused content around a specific topic. To put it another way, honor your audience and stick to your niche.

Search-engine content is impersonal and casts a wide net. It builds articles and blog posts off trending search results — not what your audience necessarily wants or needs. This kind of content usually feels thin. It doesn’t demonstrate a depth of knowledge or leave the reader feeling satisfied.

Is the Helpful Content Update Changing the Way Content Ranks?

It’s too early to know for sure since the Google helpful content update just made its debut. With that said, it doesn’t seem to be causing any major changes yet. Folks at Google say the update is part of a continuing effort to improve the search experience. If you’re already producing strong content, you should be good. Time will tell how the update will affect unhelpful content in the long term.

Original, Helpful Content is Always Best

The Google helpful content update drives home something we already knew — original, valuable content that puts the reader first is always the best way to go. At BrandMinded, we believe it’s the only way to go. Your content won’t do you much good if it’s generic and shallow. Think like your target audience and ask yourself if you’re providing something of value. If not, it’s essentially useless.

Good content does two things: It serves the reader while also establishing a sense of trust. When you continually demonstrate that you know your stuff and can offer helpful solutions, you’re proving that you’re a trusted voice in your industry. That relationship can eventually blossom into brand awareness and customer loyalty.

(