Digital Marketing News and Tips

    Amazon Marketing Advice to Deal With COVID-19

    There is no questioning the severity of the current pandemic and Covid-19 will undoubtedly test us all. But, as is the same in any crisis, businesses who bury their head in the sand will inevitably come unstuck, while those who seek opportunities and innovate will make it out unscathed.

    It might feel like the control you have is evaporating by the hour, but making the effort to prepare your business for a successful return is the best way you can take back control. In a period where many are standing still, it’s time for your business to up the ante, build your brand, and think long-term. 

    Despite the stream of new restrictions being put in place to ensure community safety, the good news is that there’s still a lot you can do. 

    In this post, we’re specifically looking at the fruitful options Amazon provides.

    With the world self-isolating and brick and mortar shops closing, online shopping is soaring. 

    In between watching The Office for the 32nd time and baking another batch of cookies, most are filling their free time with retail therapy. And as the internet’s largest marketplace, Amazon alone has seen a mass increase in traffic and conversions.

    Such is the surge, Amazon has added 100,000 new distribution workers across their United States fulfilment centres! For product-based businesses, it’s clear to see the much-welcomed revenue source Amazon can provide through these trying times. 

    Improvements to Make to Your Amazon Listings

    Rank Media is an expert and leader in Amazon marketing and product optimization. We’ve been working closely with Amazon clients for over a decade and pride ourselves on the range of businesses we’ve helped.

    Whether you’ve never even used Amazon, or are looking to bolster your Amazon sales in the face of coronavirus, our experts have put together some simple improvements you can make to your Amazon listings:

    Optimize Listings

    Make sure your product listings are well optimized. This involves writing unique descriptions, optimized titles, engaging content that ticks the box with Amazon’s ranking algorithm, high-quality imaging, and placing products in relevant categories.

    Deploy A+ Content

    Amazon A+ Content allows sellers to describe product features in an advanced way with detailed descriptions, videos, high-quality images, charts, and custom copy. Did you know having A+ Content can increase conversions from an average of 3% to 10%? 

    To enable this additional visual content on your product pages, you need to be registered with and approved by Amazon’s Brand Registry. We recommend you do this ASAP to plump up your product listings!

    Review Generation 

    Even if they’re not buying, a great way for consumers to support their favourite businesses through these times is to leave a review. Reach out. You might be surprised to see just how many people help you with a positive review. After all, they’ve got the spare time to do it! 

    Remember, more than 90% of shoppers say reviews impact their buying decision. So act now! Having some extra 5-star reviews on your product could be the difference between you getting a few extra conversions and not.

    Technical, Advanced Amazon Marketing Support

    Rank Media’s Amazon team is able to support you with more technical Amazon marketing such as Amazon PPC, Amazon SEO, and product optimization. We’re here to ensure your Amazon marketing efforts are in order so that you’re in the best position to hit the ground running through this unprecedented time.

    Take care of yourself, take care of your brand, and you will get through this.

    If you are interested in bumping up your business’ Amazon performance now and beyond, get in touch with Rank Media via our contact form and we’ll match your needs with the right service.

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    Adapt and Overcome: A Guide to Marketing Strategies During the COVID-19 Pandemic

    A sweeping, global pandemic with major socio-economic ramifications is causing countless businesses to rewrite growth strategies, modify marketing messaging, reduce spending, reconsider go-to-market campaigns, and resort to significant salary cuts – at least temporarily.

    Now, for the good news: There is still a demand for specialist talent from those that need it and, for a company’s marketing gurus, COVID-19 is still business as usual.

    Indeed, while some businesses might freeze variables like marketing budgets as a reactive strategy in the short term, the fact of the matter is that what your business does next is what matters most. After all, you set the tone for how customers perceive your brand during this crisis of unprecedented scope.

    As such, even though much is changing on a day-to-day basis, it is absolutely vital that your business adapts its marketing strategies during this difficult time. Fortunately, we’ve got you covered with a practical guide to adapting your company’s marketing strategies during the COVID-19 pandemic.

    Tap into the Digital World

    If you haven’t already, it’s time to shift your company’s focus online, as most consumers will be glued to their phones and their screens for the foreseeable future. Rather than market your company’s services in abandoned public places, tap into the digital world to deliver compelling content. During these trying times, brands can provide content that is light-hearted, uplifting, informative and, above all, highly welcome to people who are in dire need of some encouragement.

    With the increase of remote working, the time is apt for marketers to turn to digital channels and embrace the online transformation. Use this time wisely; research where your clients can be found online, and come up with different approaches to enhance your company’s success. After all, in the coming months, it is almost inevitable that businesses will become more reliant on their digital strategy than ever. 

    Adapt to Thrive

    As any marketing expert knows, adaptability is a key factor in resilience. In addition to listening for key changes in customer sentiment and optimizing the marketing budget, companies must adjust their creative strategies in response to the global pandemic. For SEO experts, that means considering how popular keywords (and their intent) have changed since the outbreak, as well as paying close attention to Google Trends. Finally, be sure to adjust your marketing strategy according to territories, as the virus is at different stages in different locations. 

    Apply Caution

    This tip goes without saying: during this global outbreak, remember to be cautious of consumer sensitivities. Consumers are hyper-anxious at the moment, and even simple gestures or playful humor can spur backlash and boycotts. To avoid any unintentional slip-ups, we recommend keeping your marketing content light and informative.

    Maintain Trust

    With the rise of the COVID-19 pandemic, it’s no surprise that priorities have changed for your customers. As such, their trust is more valuable than ever. But how can you build and maintain that trust in the midst of chaos? The answer is simple; listen to what they have to say. 

    Social listening is brilliant under the best of circumstances and, these days, the marketing tool is useful for learning how customers feel, and why they feel that way. Monitor client emails and phone calls, and ask sales teams about the feedback they receive. At the same time, marketers have a responsibility to stay honest about what a company can and cannot deliver at this time, even if that means sacrificing some customer relationships. However, setting realistic expectations about service levels will only benefit your company in the long run. 

    Prepare, Prepare, Prepare

    Being prepared for a successful return to normalcy is the best way to assert control over the current situation. Think long-term, and use this time to prepare for future marketing campaigns that can be launched when things go back to normal. While companies are scrambling for short-term solutions, taking the time to enhance certain aspects of your business and preparing for the future will significantly benefit you in the long run!

    By following these helpful tips, your marketing strategies will be in a much more dominant position when the COVID-19 craze passes. And, if your company is strategic with its marketing plan, there’s no reason why these tips can’t help you achieve long-term value when life gets back to normal. 

     

    If you’re interested in bumping up your business’ marketing performance now and beyond, get in touch with Rank Media! Our marketing experts can help your company weather the storm so that you come out even stronger on the other side.

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    Four Digital Marketing Tactics to Generate Fresh Real Estate Leads
    4 Digital Marketing Tactics to Generate Fresh Real Estate Leads

    Establishing your presence online can be immensely challenging, especially if you’re in a competitive industry like real estate. In Montreal, for example, the amount of real estate listing aggregators online makes it somewhat challenging to keep your properties at the forefront, especially if you’re trying to sell residential units in dense markets. Once you start breaking down the number of upcoming developments by neighbourhood, the amount of competition is just outright staggering. Fortunately, some excellent digital marketing tactics can complement real estate advertising and bring a wealth of traffic to your doorstep and generate fresh leads hand over fist at a reasonable cost. Sounds fantastic, right?

    1) Dabble in the art of SEO

    Dabble in the are of Real Estate SEO

    When it comes to search engine optimization and real estate, the jokes and sayings write themselves.

    • “Invest in building real estate on Google.”
    • “Beat the competition and secure your home on the first page.”
    • “Don’t mortgage your future on TV ads – close the deal with SEO instead.”

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    Ecommerce Marketing Strategies for the Holiday Season
    Ecommerce Marketing Strategies for the Holiday Season

    With Black Friday & Cyber Monday right around the corner, it’s that time of year again where digital marketing ninjas and self-proclaimed advertising gurus abandon the concept of sleep to focus on crafting a series of promotional campaigns. All jokes aside, the holiday season that kicks off with American Thanksgiving provides online retailers with an opportunity to recoup a year’s worth of operations costs by generating a meaningful amount of sales. The “make it or break it” season for online retailers means you need to be creative with marketing campaigns as competition ramps up significantly. While it may seem overwhelming and stressful to hitch your success to a volatile shopping period, you don’t need to rely on a sacred scroll or dark magic compendium to execute efficient campaigns. With shoppers actively searching for the best deals, there’s a massive opportunity for retailers of all sizes to capture a share of the money floating around online. Here are some holiday marketing tips ecommerce professionals of all types, ranging from small store owners to the seasoned independent seller pumping out thousands of sales on Amazon. 

    1) Fund Google’s next robotics venture by splurging on advertising

    Whether your advertising budget is $1,500 per month or $50,000, odds are you’ll see a substantial lift in sales by ramping up advertising spend during the holiday season. Unfortunately, if you haven’t ventured into the lucrative (and stressful) world of digital advertising yet, there’s still a chance to capture a share of the market with strategic campaigns.

    Google Shopping campaigns are typically the best campaigns to bet on this time of year as online shoppers are on the hunt for the best deals. Consistently checking competitor pricing is vital during this period because product ads with the lowest pricing tend to get the best click-through rates (CTR). Subvert your rivals’ expectations by matching their prices for competitive products and steal traffic away from their website. Scaling campaigns can also be a breeze if your campaigns are structured properly, so make sure to segment your product groups as much as possible. You can then maximize the return on advertising spend (ROAS) for your bestsellers and highest margin products. In addition to regular search and shopping campaigns, utilize dynamic product retargeting to broaden your reach and capture additional traffic. (more…)

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    Instagram Launches New In-App Checkout Feature
    Instagram Launches New In-App Checkout Feature

    Cha-ching!

    Hear that sound? It’s the sound of Instagram’s value as a marketing channel for businesses increasing. Official as of yesterday, leading brands and retailers will be able to utilize Instagram’s shiny new feature: in-app checkout. Yes, that’s right: your favourite brands will now be able to sell products directly within your feed, making spending money a breeze (which doesn’t bode well for your bank account, but I digress).

    This feature provides a tremendous opportunity for online retailers to increase conversion rates via social media marketing initiatives and grow their return on investment on one of the leading social media platforms. The new in-app purchase and payment services are currently active with 20 brands, including Nike, Burberry, Addidas, and Zara as part of a closed beta.

    How does Instagram’s new checkout process work?

    Instagram Checkout Process
    See how easy it is to buy? Gotta get that makeup kit awww yeah (at least that’s what I think it is?)

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    Does Blogging Help with SEO
    Does Blogging Help with SEO?

    Making sure that your company website is optimized for search engines is important, which is why having a significant amount of content that makes your page a worthwhile visit for readers is an absolute must.  Creating content on an ongoing basis may seem like a fundamental task when it comes to SEO, but you would be amazed how many sites neglect this aspect of digital marketing. You can supercharge your rankings for long-tail phrases and support your main keywords by regularly uploading fresh content to your blog. Here’s how blogging supports your SEO initiatives.

    Blogging provides fresh content

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    Common SEO Mistakes You Need to Avoid When Building a New Website
    Common SEO Mistakes You Need to Avoid When Building a New Website

    For the uninitiated, dabbling in the dark art of SEO, better known as Search Engine Optimization, can be a daunting and intimidating task. If you’re unsure of how to navigate the digital realm, don’t let hubris be your downfall and attempt to implement tactics that will only result in search engines rejecting your website. If the words “search engine optimization” seem like sorcery to you, it’s better to hand the keys to your site to digital marketing professionals and agencies. However, if you’re on a limited budget, this guide can be a handy resource on what NOT to do – I’ll keep what you SHOULD do for another time. 😉

    Not Developing a Keyword Strategy

    Believe it or not, the whole point of search engine optimization is to be found. If you end up building a new website or have one made for you without thinking about how your target audience is going to come across your site naturally via search engines, then you may want to consider having your business owner card revoked. Ouf – I’m sorry, that’s a little harsh, but if you’re going to invest your own money into marketing your business, you need to do it correctly and not screw up during your first at-bat (a baseball reference, btw).

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    IGTV Instagram’s New Video App & YouTube’s New Competitor
    IGTV: Instagram’s New Video App & YouTube’s New Competitor

    ~~Originally published at jbertho.com on June 21, 2018.~~

    Relevance is critical in the new digital age, especially in the social media marketing environment. No matter how successful a tech giant’s business model may be, if innovation isn’t at the forefront (or at the very least, acquiring successful operations to absorb fancy features), popular platforms risked being tossed aside like yesterday’s news. For example, how many of you remember Meerkat, Peach, or Jelly?

    Well, I do because I’m addicted to social media, but chances are that none of you even remember these three platforms.

    Implementing new features is essential to the life-force of major social media platforms. Snapchat’s growth hit a wall when Instagram stole the Stories feature. Let’s be honest: that was a genius AND malevolently ruthless move, which has worked out very well for Instagram, which currently has one billion monthly active users. Twitter increased its character limit to get back into the spotlight last year, which has seen its stock increase steadily over the past year. All major social media platforms made Periscope and Meerkat irrelevant by adopting live streaming capabilities. Peach came and went, bewildering us all for a short period of time. However, one aspect of the social media world has relative remained unchanged: YouTube dominates when it comes to hosting video content.

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    Five Tips on How to Improve SEO
    Five Tips on How to Improve SEO

    Developing a presence in competitive niches has never been easier for companies with limited resources. For the uninitiated, however, search engine marketing may seem like a daunting endeavour. It takes quite a bit of experience and experimentation to master SEO techniques that provide tangible results. Unless you’re an inveterate gambler and enjoy playing the odds, you’re unlikely to find success with agencies and contractors that promise results overnight. While the allure of empty promises does seem enticing, there’s a lot more to search engine optimization that requires an investment of both time and resources. Here are some tips on how to improve your SEO efforts, which I have enhanced with the usage of Avengers-related GIFs because I cannot contain my excitement about the new film coming out this month.

    Thor is happy to learn about SEO.
    “YES” is right, Thor.

    1. Master Keyword Research

    Keyword research may seem like a fundamental element when it comes to search engine optimization, but the foundation of any SEO campaign should start with a thorough dive into competitive and content research. Investigating search marketing trends and identifying questions users are asking on a monthly basis can help you unearth opportunities that you can exploit to capture organic traffic. However, be strategic when it comes to analyzing keywords based on search volume. Relevancy is critical when selecting your main keywords to optimize for every page on your website. For example, a men’s fashion brand selling dress shirts should focus its efforts on optimizing content around “clothing.” Not only is the term “clothing” completely ambiguous with regards to the gender and type of clothing, but it also will likely not provide the desired ROI for the required investment into optimizing for that keyword. Instead, keywords such as “men’s dress shirts” and “luxury dress shirts for men” are more applicable. (more…)

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    An Examination of Google's Broad Core Algorithm Update [March 2018]
    An Examination of Google’s Broad Core Algorithm Update [March 2018]

    While Google regularly releases core algorithm updates on a daily basis, it seems like a recent update is making waves around the web. In a Twitter update published on Monday, Google did confirm that a broad core algorithm update had been rolled out the previous week:

    What is involved in a Broad Core Algorithm Update?

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