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Digital Marketing Project- SER. Search Engine Optimization. 

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Social Media Planning

Hello! Welcome back :) 

I decided to listen to the "Social Media Planning" by Adelyn Biedenbach. Adelyn discusses creating content plans and the importance of social media for organizations. She broke down different steps in creating content plans. The first step she stated is that it is important to understand your organization. Social media employees in the organization are the ones who know exactly what is going on within the organization so its important to know what the department goals are and what is important to focus on. Talking to different departments and making sure all the departments are on the same page is important. Step two is to learn your "KPI's" or in other words, the key performance indicators. It is important to track progress and make sure you have a way to measure your sales. Brand exposure also plays a huge role and is key to the overall success of the social media content. Step three is to understand and know who in your organization you can go to for help and for questions. Step four is "develop your stars," meaning developing all of your content and combining all five stars to regularly reoccur content pieces. The final step is to know you industry and their trends. An organization needs to know consumers and what days/times are the best to post social media content.

I believe that all of the information Adelyn provided is accurate for social media content building in an organization. All five steps were easy to follow and straight forward in order for any business to understand how to use social media to gain more consumers.

https://www.youtube.com/watch?v=WdSBUfUXDYc&feature=youtu.be

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Digital Marketing

Hello class.

This week, I would like to share with you an article that I recently came across on the topic of digital marketing. This article is titled “The Digital Marketing Transformation led by Google and Amazon.” This is published by Melissa Reilly on January 30th, 2020. In digital marketing, this past year was the year that the big players evolved from their core branding identities and showed advertisers that they could reach customers in more ways than ever before. Google and Amazon were particularly great at doing this and were able to capture more advertising dollars and greater customer engagement. 

As many of know, Google is known for being the best and most accurate “search engine.” Everybody uses Google and as a matter of fact, I cringe when I see anything other than Google being used to search websites, articles and more. Bing is Google’s competitor and is being used by some people, however, most would agree that Google is the leading search engine. In 2019, Google took its greatest stride with advertising option that span the entire shopping journey. At Google’s latest Marketing Live event in May, Gallery Ads and Discover Ads were two major areas of focus. Showcase is also playing a significant role in advertising and is a solution for generic shopping. 

Amazon also continued to shed its reputation as a strictly transactional shopping platform where retailers sell items but don’t build loyal customers. Amazon is not known for building shoppers that are loyal to a particular seller and this has been something that Amazon has been working to bring upon. Amazon focused on several areas to continue helping advertisers build their brand stories. One area of focus was Sponsored Brands which is significant from a branding perspective. 

In 2020, advertisers should take a cue from Google and Amazon and ditch old notion about what each platform is and start expanding beyond their comfort zones. Sure both platforms are doing exceptional well but there is always room to grow and improve in order to gain more profit and customer loyalty. With a new advertising program and concrete testing, this could drive performance goals.

https://searchengineland.com/the-digital-marketing-transformation-led-by-google-and-amazon-328507

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Article Analysis

This week I would like to share with you all a recent article I came across discussing “Why Influencers Aren’t Enough To Drive Sales.” This article stood out to me because the last decade has seen an extreme growth in social media influencers. I graduated high school in 2015 and all throughout my high school years from 2011-2015 social media was becoming popular but never like this. There are many people in this world who are trying to become influencers and promote some sort of brand, product or service. Influencers are those who have built up a loyal online following from their content creation. Influencers can be influencing anything from food to fashion to makeup to travel and daily vloggers. People are becoming more and more fascinated with other people’s lives and are easily persuaded or “influenced” by whatever it is this influencer is trying to promote. Although it is easy to become an influencer in this day, the question is, is it really effective? According to this article, The Association of National Advertisers (ANA) found that although 75% of marketers currently employ influencers, only 35% consider those efforts to be effective and 19% admit to them being ineffective. How do influencers generate sales in practice? Read below to find out more.

A successful influencer drives sale through content and consistency. Starting with content, a successful influencer uses content that aligns with the brand they chose to promote. For example, if you are a beauty influencer, you will post content promoting makeup brands, tutorials on how to create certain makeup looks, how to achieve the makeup and hair that is currently “in trend.” These influencers are more likely to receive recognition and the followers they want if they stay true to posting consistent content. The more frequent an influencer posts, the more likely it is that they secure sales and that their audience is exposed to their products/services. After looking more into the sales aspect, it appears that only 23% of people that content from influencers is actually influential. Just because an influencer has tried a product and raves about it, doesn’t mean that people will necessarily purchase it. People are more likely to be influenced by their family and friends. Influencer marketing is great for brand awareness but when it comes to securing sales, it is not always accurate and you can not beg your audience to really purchase these products you are promoting. I feel as if social media influencing is a good “side hustle” but not a career.

If you would like to learn more and read more facts on this article, please click below:

https://digitalagencynetwork.com/why-influencers-arent-enough-to-drive-sales/

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Introduction to SEO - Benjamin Beck

Today (01-15-2020) on my blog, I would like to discuss an expert session I listened to conducted by Benjamin Beck, or Ben for short. I learned about the introduction of SEO. I liked how Ben broke the search engine in Google into two sections. When searching something in Google, it is broken down into two sections. One being the”Paid Ads” section on the upper portion of the Google search and the bottom portion being “Free SEO.” Not every search result is the same however this is the most common search result we will see. Another important topic that was discussed was about how important keywords are. Google picks up on keywords and something as little as the word “to” could change the search volume for Google. There are 5 different stages when it comes to keywords. The five stages are Discover, Research, Compare, Purchase and Post Purchase. This is what is used to figure out what to search in Google and what keywords to use. Ben used airline tickets as an example. Students would research “Vacation Ideas, Cheapest Airline Tickets, Flights to China, Cheapest Flights to China.”  As we go down the different stages, this means the search engine is getting closer on target to what it is that student would like to purchase. Ben talks about how if a person searches something broad, a list of many things will pop up, which won’t make the search results as accurate as it would if it is more specific. The more specific a search is, the more that person is likely to buy that product or service they are searching for. When looking for keywords, it is important to look for more “long-tail” keywords that are farther along in the funnel because that is where most of the success and purchases come from. The last concept I was intrigued by and feel the need to share on this blog is "Onsight Optimization.”  Ben explains this as when a person Googles something and only images and pictures pop up on a website, there are ways to optimize a website to make sure consumers know exactly what the website is about. Sometimes websites can be full of images with no other content that really leaves you wondering what the website is exactly trying to target and that is where Ben talks about ways to help websites. It is important to always have a title, headline, and information about the website. Focus on one to three keywords to use through the page to target what the website is about in order to optimize the website. Doing this is what will attract consumers and will help search engines bring up that website using the keywords displayed on the website. Make sure not to sound bland and monotone and not to repeat words because the more words on the website, the greater the chances are of the search engines capturing that website for consumers.