The AD Leaf Studio Central FL The AD Leaf Studio Central FL

E-Commerce: No Longer Just for Corporations

Posted on | by The AD Leaf Studio Central FL
Content Writing

When you think about e-commerce, the first companies that pop into your head are probably popular retailers like Amazon, Sephora, Chewy, or Target. For years, these companies have paved the way for online shopping; they have developed easy to use websites that let you order products straight to your door with just a few clicks of your mouse.

 

E-commerce is nothing new to Americans, but the way it’s being used is rapidly changing, especially in light of complications from COVID-19. Previously, e-commerce was a tool only for large companies willing to spend great sums of money building out online platforms. It took a lot of capital to convert a business model to be online shopping friendly. 

 

This all changed beginning in 2004 when a little company called Shopify began doing business in Toronto. The goal of Shopify was to make e-commerce more accessible to businesses of all sizes. In 2010, Shopify went mobile, and in 2015 the company started trading publicly at $28 a share. Today, Shopify is one of the most popular e-commerce platforms in the world. It has pioneered the way for other e-commerce companies to thrive and provide solutions to thousands of businesses.

 

The beauty and brilliance of platforms like Shopify, 3dcart, WooCommerce, and others is that they are available to businesses of all sizes. Mom and pop shops can use e-commerce platforms just as affordably as more major operations. No matter your business model, if you have products to sell, e-commerce platforms can help you.

 

In light of closures and complications caused by COVID-19, many businesses have found themselves trying out e-commerce for the first time. With brick and mortar storefronts currently closed in many states nationwide, e-commerce has become a lifeline. Businesses are amazed by how easy it is to set up e-commerce accounts and start selling products previously offered only in stores. 

 

E-commerce platforms are constantly innovating to better serve their clients. For example, this month Shopify launched its own email marketing software that allows businesses to easily integrate their products and services into email campaigns.

 

At The AD Leaf ®, we work with many clients who utilize e-commerce platforms to do business. Our team is consistently impressed with many aspects of these cutting edge tools. Here is a list of some of our favorite things about e-commerce:

 

  • E-commerce platforms help businesses break geographic barriers. Whereas brick and mortar storefronts are confined to one location, e-commerce allows companies to reach people across the country and around the world!
  • E-commerce drives more customers through SEO. E-commerce platforms help companies develop search engine visibility so new customers can find products.
  • E-commerce allows businesses to be open 24/7. Customers can connect with businesses at any time of the day or night!
  • E-commerce helps provide markets for niche products. Does your business exclusively sell World War II memorabilia? With e-commerce, that’s no problem! Online platforms help businesses cater to specific customer bases.
  • E-commerce offers huge amounts of valuable data. Platforms allow businesses to track what products sell best and customer buying trends, among many other analytics.

 

In business, adaptability is one of the factors that determine whether you survive or close. This is a harsh reality, but thankfully today there are myriad tools for companies to use to help stay afloat and prosper, even in uncertain times. E-commerce (and effective marketing) can make a huge impact on small, medium, and large businesses!

 

It’s easy to see why e-commerce is revolutionizing the way we conduct business around the world. If your business is looking to switch to e-commerce, we can help! Our team can answer any questions you may have and help you make the transition. 

Connect with us! 321-255-0900 | info@theadleaf.com

10 Tips for Communicating on Social Media During a Crisis

Posted on | by The AD Leaf Studio Central FL
Social Media | , , , , , ,

In times like these, the role of social media is taken to an unprecedented level. Recently, we saw a statistic that said 55% of Americans get their news from social media. While first-person accounts and opinions break up the newsfeed and shape narratives, the general user will turn to businesses for fact-based updates and solid information. This means your social media campaign must be strong, accurate, and adaptable as the environment changes. 

When the world is in a tailspin, what role does social media play in your crisis communications plan? 

  • Communication of updates to your audience
  • Support for those who need info
  • Listening to understand what your audience needs from you and your business

Whatever crisis we’re facing, COVID-19 related or not, we hope it passes and that we will come out on the other side a better community. In regards to social media, that means your campaign should be focused on building trust and connections with your audience for the long term. 

So how do you do that? Here are 10 tips we’ve put together to help you execute your strategy effectively:

 

1. Review (and possibly pause) your upcoming social calendar

Take a look at what you have scheduled for the next couple of weeks. Is it still timely and relevant? Will it feel tone-deaf or insensitive amidst everything going on? A great example is KFC. Before COVID-19 reared its ugly head, they had a “Finger-lickin’ Good Campaign” planned for the upcoming months. A really, really clever team member perked up and said “STOP! An ad campaign about touching your mouth in the middle of a pandemic probably isn’t a good idea…”. Good on you, team member. 

 

 

Don’t fret that all of your hard work has gone to waste, just think of it as being “repurposed” for a later date. You’ll thank yourself for having a great campaign ready to go when things settle down a bit.

 

2. Have a strong social media policy in place

You might not be able to see a crisis coming, but you can be prepared for one. An emergency response policy should be solid, flexible, and information focused. You’ll want to ensure that you have an up-to-date emergency contact list, guidance on accessing social account credentials or other important login information, guidelines for identifying the scope of the crisis, an internal communication plan, and an approval process for a response strategy.

 

3. Know who’s on your “tiger” team

Some people work really, really well under pressure. You want your emergency response team to be comprised of these team members. They need to be quick responders, fast thinkers, and amazing adapters. While you should have a team of these people ready to go, it’s important to have a wider team in place that’s still responsible for the day-to-day monitoring and overarching campaign development. Both have their own time and place and you’ll need both to execute your strategy to the best of your ability.

4. Ensure employees are aware of your organization’s position 

Is the system through which you disseminate company information strong? Do you have a process for distributing information about relief efforts, donations, or other programs? Now is the time to make sure it’s bulletproof to ensure the right information is getting to the right people and your staff feel supported during a stressful time. 

 

5. Communicate with honesty, openness, and compassion

This is pretty self-explanatory. Our favorite example of a brand taking a minute to pause and re-orient comes from Chiquita banana. They did a great job of incorporating the #StayAtHome campaign while still maintaining their brand voice and identity.

 

6. Cite credible sources

Again, pretty self-explanatory. As a manager of a social media campaign, you’re responsible for providing information that is accurate and honest. Your audience trusts you to be providing valid information. In a crisis, bad information is not only irresponsible but it has the potential to damage your reputation. It may be tempting to share shocking statistics or a new update but do your due diligence in fact-checking and ensuring what you’re sharing is supported by data from reputable sources like government agencies or organizations.

 

7. Listen to your audience to stay informed

Monitor your content closely and be prepared to make adjustments based on how your audience responds. If you begin sharing about how your company is supporting relief efforts and your audience feels what you’re sharing is ill-timed, then it might be wise to pull that content and redirect towards something else.

 

8. Avoid jumping on the “trend train”

Don’t attempt to spin a crisis. Plain and simple, it won’t work and it will receive negative backlash. Now, that’s not to say that you can’t adapt to a new environment and rethink your business model to fit the situation. Recently, the factory that produced the uniforms for the Philadelphia Phillies was getting creative about what they could do with all the unused fabric they had laying around after the season was postponed. They decided to take that material and repurpose it for cloth face masks. There’s a national shortage and they felt it was their social responsibility to reallocate what they had to serve the greater good. This is a great example of how to take advantage of the situation without trying to spin it in your favor or appear profit-driven.

 

9. Make room for questions

People will have questions. It’s unavoidable. As situations become more tense and uneasy, your audience will become hyper-aware of your company and your product or service. They’ll ask incredibly specific questions that you may have never been asked for. Be prepared and don’t be offended. Remember that people are trying to navigate a new situation just like you are.

 

10. Don’t go off the grid

This is incredibly important. I know at the beginning we mentioned “pausing” your campaign. But this is a temporary measure in order to regroup and come back stronger. You may feel continuing a social media campaign is insensitive in light of the current climate, but that’s simply not true. Your audience is looking for dependency and certainty wherever they can get it. They want to see you stand your ground and stay strong. 

 

We know that crafting a social media campaign in the middle of a crisis is probably the last thing you’re thinking about or even want to be doing. You have a business to run, employees to take care of, and customers to support. That’s where we come in. Let us help you through this season and ensure you come out on the other side strong.

Email Subscribers

Keeping a Positive Rapport With Your Subscribers in the Face of COVID-19

Posted on | by The AD Leaf Studio Central FL
Email Marketing

As marketers, as business owners, and as fellow humans, we are in trying and unprecedented times. In the face of a global pandemic, many people are wondering how they are going to keep themselves and their families safe, while still effectively managing their business. The key to surviving these troubling times is communication, and there is no better way to do that than a built out digital marketing campaign. While there are many components to a successful digital marketing campaign, there is even more to think about in the face of a global pandemic. A business owner must balance a sense of compassion with the need to share helpful information to keep their consumers informed. One of the best ways to connect directly with the people you know you are doing business with is through your email campaign. 

 

Whether you are loyally sending out email campaigns every week, or are just looking to dust off that subscriber list, it can be easy to rub consumers the wrong way with your communication during these tough times. Here are some ways to keep a positive rapport with your email campaigns. 

 

Be Honest, Compassionate, and Helpful

Transparency is key. The benefit of having a subscriber list is that you have already cultivated a sense of community. These users have either been past customers of yours, subscribed to your newsletter, or have otherwise opted in to get more information from your business regularly. Now is the time to be honest with them and let them know you care while sharing pertinent information about your business. If you were forced to shut down, or reduce hours, make it known that it is for the safety of your loyal customers. You care about them and their well being, make sure they are staying safe and let them know that you will see them soon. 

 

This can also be a great opportunity to share any updates to your business model you may not have had before. If you have updated your strategy to include curbside pickup, delivery online shopping, etc, share that, your customers may love to know you are still in business. In times of uncertainty, people look to brands and businesses in their community. Showing that you are still working hard to deliver the product or service you love while keeping yourself, your employees, and your customers safe will go a long way in showing your solidarity and dedication. 

 

Be Conscious

While you may have the best of intentions, it is important to remember that emotions are high, and in our current environment, it can be easy to rub your subscribers the wrong way. Be mindful of your subject lines, and the emotional impact of the language you are using. You won’t want to come across too spammy or to look like you are trying to capitalize. Spare them the “Coronavirus Flash Sale”. These types of subject lines come off as insensitive, and tone-deaf. Instead, try the more sensitive “We’re committed to helping you through this by offering free delivery”. 

 

This said, you also want to make sure that if you have an important update, it is being heard.  Words like “update”, “community info”, etc are a dime a dozen right now, and chances are, your subscribers are being inundated with subject lines like these days in and day out. The best course of action is to remain genuine and make sure to communicate clearly and effectively.

 

Let Them Know You Care

The worst thing you can do right now is to stop communicating altogether. Pausing your communication, or “going dark”, is a quick way to have your consumers forget about you. Like we mentioned, in times of uncertainty, consumers will take notice of which brands have pulled back and which brands are still engaging with their community. If you don’t want to, or can’t market your services right now, it may be a good time to think about alternatives. Try focusing on how you are giving back, share ways that your consumers can keep themselves safe, or what they can do to still support local businesses. If curbside or delivery is not an option, many businesses have taken to promoting gift cards. This is a great way to still promote sales and help your community support your business by earmarking some time to come visit you when it is safe. 

 

As a marketer and as a business owner, the best thing you can do is, to be honest, consistent, and compassionate with your subscribers. The fact is, how brands handle this situation will establish brand trust for years to come. If you need help crafting the perfect messaging with support from a digital marketing campaign, contact The AD Leaf ® Marketing Firm. Together, we will partner with you to help you navigate these difficult times and help your business thrive.    

Driving Traffic and Conversions Through Content Marketing

Posted on | by The AD Leaf Studio Central FL
Content Writing | , , ,

Attracting traffic and converting visitors into loyal customers are two of the biggest challenges small businesses face. Content marketing is a powerful tool to address both. By delivering valuable, relevant, and strategically crafted content, small businesses can draw the right audience, guide prospects through the buyer journey, and increase conversions. Effective content marketing doesn’t just inform; it drives action and builds long-term relationships.

 

Beyond generating traffic, content marketing helps establish credibility and trust. When potential customers consistently encounter helpful, high-quality content, they are more likely to view your brand as an authority in your industry. This trust makes them more comfortable engaging with your business, subscribing to email lists, or making a purchase. By combining traffic generation with conversion-focused strategies, small businesses can maximize the ROI of their marketing efforts and achieve sustainable growth.

Creating Compelling Content

 

The foundation of conversion-focused content marketing is creating material that solves problems and resonates with your audience. Some effective formats include:

How-to Guides and Tutorials

 

Step-by-step guides help users achieve results while showcasing your expertise. For example, a small bakery could publish a guide on “How to Bake Perfect Cupcakes at Home,” subtly including products or services like custom baking classes or ingredient kits. Similarly, a local landscaping business could offer “DIY Garden Maintenance Tips,” providing practical value while encouraging customers to hire them for larger projects.

Product Reviews and Comparisons

 

Customers often research products before purchasing. Providing detailed comparisons or reviews positions your brand as a trustworthy resource. A boutique clothing store could compare seasonal outfit options or highlight top picks for specific occasions, guiding customers toward purchasing decisions. Clear, honest reviews build credibility and reduce hesitation, helping visitors convert with confidence.

Infographics and Visual Content

 

Visual content simplifies complex information, making it more digestible. Infographics are highly shareable on social media, extending reach and boosting engagement. For example, a local fitness studio could create an infographic about “Top 5 Workouts for Beginners” to educate and attract prospects. Visual guides also enhance retention, as users are more likely to remember information presented in a clear, graphic format.

Video Content

 

Videos can demonstrate products, explain services, or share tutorials. For example, a boutique clothing store could showcase seasonal outfits, linking directly to product pages for easy conversions. Videos also allow businesses to show personality, creating an emotional connection with viewers. Behind-the-scenes clips, interviews, or customer testimonials add authenticity and encourage engagement across social platforms. The Content Marketing Institute reports that 72% of marketers say content marketing increases engagement and conversions for their business. 

Optimizing Content for Conversions

 

To convert readers into customers, every piece of content should include a clear and persuasive call-to-action (CTA). Tips include:

  • Placement: Position CTAs at the beginning, middle, and end of your content to catch attention.
  • Clarity: Use direct and actionable language, such as “Sign Up for Free,” “Download Your Guide,” or “Shop Now.”
  • Design: Use visually distinct buttons or banners to make CTAs stand out.
  • Micro-Conversions: Encourage smaller actions, like downloading a free checklist or sharing content, which lead to larger conversions over time.

Multi-Channel Distribution

 

Repurposing content across multiple platforms increases visibility and drives traffic.

  • Social Media: Share blog posts, infographics, and videos on relevant social platforms to reach audiences where they are active.
  • Email Marketing: Send curated content to subscribers to nurture leads and encourage purchases. Segmented lists ensure emails are relevant, boosting open rates and click-throughs.
  • Partnerships: Collaborate with influencers or complementary local businesses to expand reach and gain credibility. Guest blogging, co-hosted webinars, or social shoutouts can attract new audiences.
  • Paid Promotion: Use targeted ads to amplify high-performing content and reach potential customers outside your current audience.

Data-Driven Optimization

 

Analytics is essential for refining your content strategy. Track metrics such as:

  • Website traffic and page views
  • Bounce rates
  • Click-through rates (CTR) from CTAs
  • Conversion rates from downloads, purchases, or sign-ups

 

Regular analysis identifies which content formats and topics resonate most with your audience. For instance, if videos consistently drive higher engagement than blogs, you can invest more resources in video content. Similarly, tracking which CTAs perform best allows you to optimize placement, wording, and design for higher conversions.

Advanced Strategies for Traffic and Conversion

 

  • Content Upgrades: Offer bonus content in exchange for email sign-ups, such as downloadable guides, checklists, or templates. This not only grows your list but also increases engagement with your most interested prospects.
  • Retargeting: Use ads or email campaigns to re-engage visitors who interacted with content but did not convert, keeping your brand top of mind.
  • SEO Optimization: Integrate keywords, metadata, and internal links to improve organic search visibility and attract relevant traffic.
  • Behavioral Personalization: Tailor content based on user behavior to increase relevance. For example, showing recommended products based on browsing history can significantly boost conversion rates.
  • Content Clusters: Organize content into themed clusters around core topics, improving SEO and establishing your brand as an authority in specific areas.
  • Interactive Experiences: Tools such as calculators, quizzes, or polls encourage visitors to engage while subtly guiding them toward conversion points.

Why The AD Leaf

 

The AD Leaf helps small businesses implement content marketing strategies focused on traffic and conversions. From SEO optimization to multi-channel distribution and CTA strategy, we ensure that your content attracts the right audience and encourages meaningful action. Our team blends creativity with data-driven insights to produce content that informs, engages, and converts. 

 

Partnering with The AD Leaf transforms content marketing from a passive effort into a growth engine for your business, turning casual visitors into loyal customers and advocates for your brand.

Social Media in a Time Like This

Posted on | by The AD Leaf Studio Central FL
Marketing, Social Media

It’s a very strange time in the world right now. The current global crisis of COVID-19 has the world rocking and reeling. And rightfully so. Never before in my life have I seen something like this. Just today I went to order Thai food, temporarily spacing on the mandatory stay home order issue that has closed many businesses and restaurants. I was hit again with the painful reminder that there is a real crisis happening, right outside. And we are all in this together. 

We will make it through.

What does the current global climate mean for your social media? There has been a 70% increase in time spent across social platforms such as Instagram and Whatsapp, a 50% increase of messaging across Facebook’s platforms, and 2x more Facebook and Instagram Live views.

There have been 468 Million mentions of keywords related to the COVID-19 outbreak across social media channels over the past 90 days. That number is staggering. With 62% of adults in the U.S. getting their news from social media while 59% of consumers engage with their favorite brands on social media as well. And from a recent poll, 68% of people learned about company updates from social media, with 79% via email.

These numbers are pointing to one thing: People are turning to social media outlets now more than ever for information, connection, and so much more. Digital attention is drastically on the rise as people turn to social media to what we at The AD Leaf ® believe to be a more grass-roots resurgence of the whole point of social media: to be social. With many staying at home to protect the lives of others and themselves, social media has reminded us once again that it’s of vital importance as a tool to remain connected, to communicate ideas, or organize and collaborate, and see loved ones.

With that being said, there is something of vital importance to insert here. The current COVID-10 pandemic is not a marketing opportunity. 

With the state of the world, there are things that you need to consider as we all navigate into some pretty murky waters. Below are a few quick ideas that we think are vitally important for you, your brand, and social media:

  1. Be careful to not “go dark” – This is huge. It’s important to not just drop off the face of the planet, especially in a time like this. Your brand needs to be seen as a pillar of strength for your audience. What we would suggest is to pause your social media, take a step back, and reevaluate the direction of your strategy. What was communicated last week may very well not fit into the current narrative. It’s ok to take a step back for a few days to reassess the situation, the tone, your strategy, and your in-house staff. But then, once ready, come back as a source of strength and encouragement to others. Going dark for a long time communicates an instability that will hurt you in the long run. Keep the lights on.
  2. Don’t capitalize on the situation – We have never seen such a pandemic like this in our lifetime. This is not the time to try and hijack the situation for personal gain. Many don’t mean or realize that what they are communicating is actually insensitive, so take a moment to think about which foot you are stepping forward with. Make an extra emphasis on empathy, and approach the situation as someone who is here to help. That doesn’t mean however that you cannot sell products, but it does mean don’t use a painful situation to capitalize on. Be careful here.
  3. Tone – We touched on this, but the tone is huge here. Stay true to your brand during this time, but exercise balance. The livelihood of your team may depend on selling products, and that’s ok. But the way you go about things here requires more tact and balance than ever before. Think about staying true to yourself, but being more compassionate. As an additional note, it’s ok that your brand doesn’t have all the answers. Transparency coupled with professionalism is a bright, shining example that we have seen many companies exercise in the light of recent events.
  4. Communicate – Whether it’s with your team or your audience, it’s of paramount importance to over-communicate in this time. And if you are able, work from home to help reduce the spread of the virus. We have a plethora of ways to remain connected, like the video conference call company, ZOOM, to help you and your team remain on the same page. With your audience, it’s important to do the same and let them know what’s going on. As we saw earlier, a large percentage of people use social media for company updates, so once you have stepped back to reassess your direction, come forward with a clear message of hope, resilience, and on-brand messaging. A point of caution here would be to be careful to not communicate information that your audience may not need. There is a plethora of companies, brands, leaders, influencers, politicians, newsrooms, newspapers, authors, actors, and endlessly more voices out there, communicating information. Sending out that email to an inbox that has already received 54 emails before 9 am can add unnecessarily to stressors that are probably already occurring. Only send pertinent info. 
  5. Practice moderation – This one is a gentle reminder about mental health. It’s ok to not have all the answers. It’s equally ok to not be glued to social media or the news where the challenging events are constantly in your face. Our mindset can be greatly impacted by the onslaught of the terrible things that are happening out there and being viewed in real-time at our fingertips. Take this time home as an opportunity to spend additional time with your spouse, your kids, to pick up a hobby, or to go on a walk. Practice social distancing, but also unplug and take a moment to exercise gratitude. Science shows that those who practice being thankful are mentally and physically healthier and happier. Take a moment to smell the roses. 

 

While this is a serious event in human history, we have seen glimmers of hope and encouragement from regular businesses and people, just like you. For example, Krispy Kreme is giving away donuts to all health care workers. The CEO of Texas Roadhouse gives up their salary so front-line workers can get paid. Zoom has made video sharing services free for teachers so at-home classes can commence. Starbucks has extended mental health benefits to its partners. Apple is offering unlimited paid sick leave to any of its employees experiencing related symptoms. Sprint is giving its customers unlimited data and 20G of hotspot access for 60 days to ease remote working. And the list goes on!

We at The AD Leaf ® want you to know that if there is any way we can help you, please reach out to us. We are here for you. 

 

Resources:

https://buffer.com/resources/social-media-management-in-times-of-crisis

https://www.forbes.com/sites/amymorin/2014/11/23/7-scientifically-proven-benefits-of-gratitude-that-will-motivate-you-to-give-thanks-year-round/#6f75c197183c

https://www.forbes.com/sites/blakemorgan/2020/03/17/50-ways-companies-are-giving-back-during-the-corona-pandemic/#4cb944dd4723

PPC management

How To Manage PPC Campaigns During The COVID-19 Pandemic

Posted on | by The AD Leaf Studio Central FL
Marketing, Pay Per Click

As you well know, the world is in a major panic because of COVID-19. Not only is it affecting the lives of others, but it is also affecting businesses on a local and global scale (offline and online). Also, If you’re a business that implements online campaigns (Google, Bing, etc…) and PPC management strategies, you may have these questions come to mind:

  • Should I pause my campaigns in order to manage expenses?
  • Should I scale back my budget?

These are important questions to ask and hard decisions to make should you want to play on the defensive end. However, there’s always a flip side.

You can take charge of your business in this crisis by playing on the offensive end. There’s a popular saying that goes like this:

“When Everyone Goes Right, You Go Left.”

We’re not saying you should go crazy on your spending, but to keep your business moving forward so you can gain profits for your survival.

This is where you, as a business owner, will need to courageous, flexible, creative, and patient with our ever-changing environment.

In this post, we’ll provide some tips on how you can manage your PPC campaigns during the COVID-19 pandemic.

Adjusting Your Budget and Spending For PPC Management

We mentioned earlier about pausing your PPC campaigns or scaling back your budget. Of course, pausing a PPC campaign would be considered playing defense. But what about scaling back your budget?

This may be also be considered playing defense but you’re actually playing both ends of the floor (We know we’re using sports references).

Instead of spending $100 a day on a campaign, cut your budget in half and spend $50. Also, take a look at your campaigns to see where you’re getting more clicks and conversions and focus your attention there.

Let your campaigns run for a week, look at your data, then adjust your budget and spending accordingly to see if you’re gaining a profit or taking a loss.

Mentioning Your Business Proposition In Your Ad Copy

Many businesses are closing their doors which means that many people will be staying at home which also means that many people will be online. This is where you can take advantage and pivot your message by adding a promotion on your PPC campaigns.

For example, if you’re a restaurant business, you can add a discount of 5% on orders that are over $40 if they apply a particular coupon. In addition, you can provide a Free Touchless Delivery Service in your message to show that you’re concern about their health and want to protect them.

Of course, whatever promotion that you’re providing to your customer, make sure it’s adjusted on your website.

Now that you know how you can manage your PPC campaigns during the COVID-19 pandemic, you’re fully equipped to make a decision to play defense or offense for your business.

There’s no reason why you should just sit on the sidelines. Your competitors are experiencing the same fears you are, but at least you can take matters into your own hands by using sound PPC Management principles as well as having your PPC campaigns online so your business can survive in the upcoming future.

If you’re in need of PPC Management for your campaigns,  contact the team at The AD Leaf ® Marketing Firm and learn how you can grow with us today and weather the storm that is COVID-19!

Digital Marketing Strategy

Why Businesses Need Digital Marketing To Survive COVID-19

Posted on | by The AD Leaf Studio Central FL
Content Writing, Email Marketing, Graphic Design, Marketing, Pay Per Click, Search Engine Optimization, Social Media, Website Design

Why Businesses Need A Digital Marketing Strategy To Survive COVID-19

In the coming months, businesses of all sizes are going to become extra reliant than ever on their digital marketing strategy. Without wanting to sound too much like a killjoy, in many cases, it will be the deciding factor in whether they make it through the tough times that are ahead. 

The unparalleled, and almost-total disappearance of all channels related to live events and conferences, and the increasing barriers on face-to-face business, pose an enormous challenge to any business model. 

B2B companies, in particular, rely on the annual circuit of trade shows and exhibitions to network and build customer relations. In industries that are not digital-native, they may also be less sophisticated in their digital growth and customer relations strategies. Especially in the case of smaller businesses that are used to getting new customers strictly word-of-mouth referrals or on the strength of a hard-won reputation, their loss is going to come as a shock if it hasn’t already.

Larger companies are now finding themselves in the position of having potentially lost millions of dollars from canceled events alone. They won’t claw back the hours of time and expense spent on preparations for this year, but insurance and flexible cancellation policies are going to leave them with some marketing budget to reassign. Digital Marketing in any aspect is likely going to be the clear and obvious choice here, and companies that may not so much as had a Facebook page before will need to move into social media marketing, content marketing, SEO, and even influencer-led campaigns. 

This, of course, means there are opportunities out there for the taking and a key factor in resilience is adaptability. If it’s standard in your industry to go out and meet new customers face-to-face before you do business, adapting may mean opening new channels over web or social media platforms where introductions can be made and relationship fostered. In the coming months, you prospective clients are going to be less open to the idea of letting you walk through the door and shake their hand, and no-one really has any idea how long this will last and whether this will lead to longer-term change. 

We are going to be in some uncertain times, but with the increase of remote working and a collaborative approach, companies are going to turn to digital channels and embrace the transformation. There has already been a real spike in the last few weeks from companies wishing to create or update their websites, launch new social media channels and campaigns focused on home-workers and a real focus on using influencers and SEO to reach new audiences. 

Being confined to the office — or even the home — rather than on the road on sales visits or at events, means marketers are going to have more time to develop digital marketing strategies. This means researching where your customers can be found online, and how different approaches and tactics might impact your success. If your organization previously put minimal efforts into digital channels, now is going to be a prime time to revisit them. That could be as simple as giving your website or social media pages a refresh, or a more innovative approach. 

A key point to note is that a lot of corporate entities use up about 50-60% of their marketing budgets on events. When things go back to normal, budgets will most likely be going back to those live face-to-face events, but if organizations can see the benefits and opportunities that digital marketing can offer, they might understand the benefit of adding it to their long-term marketing strategy. 

Channels such as Facebook, Instagram, or LinkedIn Live are going to be crucial moving forward as the ability to connect with a targeted audience real-time is very beneficial, if not essential. 

It’s certainly true that the coming weeks, or months – or however long this situation lasts – will be a challenging time for any company that isn’t ready to think about how they will replace the opportunities that have been lost. 

As long as businesses can approach the shift to digital marketing strategically, there’s no reason why it should just serve as an emergency fill-in but could carry on providing long-term value when the world eventually gets back to normal. And of course, this would make companies more resilient to deal with any future pandemics. Do you need help with your Digital Marketing Strategy? Looking to take your social media or SEO to the next step? Contact the team at The AD Leaf ® Marketing Firm and learn how you can grow with us today and weather the storm that is COVID-19!

How Has Social Media Impacted The Corona Virus?

Posted on | by The AD Leaf Studio Central FL
Marketing, Social Media

Going from an Epidemic to a Pandemic, the Coronavirus is sweeping news headlines and social media across the world. What started as an unknown illness at the beginning of 2020 has turned into a global pandemic with many companies, schools, and organizations taking action to prevent the spread of the disease. While there have been disease outbreaks such as the Avian flu, Swine flu, and others, no disease has been quite like the coronavirus. If you’ve been on social media within the last month you have most likely seen news updates, company updates, and memes all revolving around the virus. It is clear that social media has played a key role in the panic and news updates involving the virus.

How have companies addressed it?

Many companies have used social media as their biggest communication platform to address the virus. Companies such as Planet Fitness, Comfort Inn, and multiple restaurant chains are using social media to address the extra safety measures they are taking in order to prevent the spread of the virus and keep everything sanitary. Many companies have taken extra safety measures with their employees by having them work remotely from home, with some businesses even closing temporarily to prevent the spread of the virus. Companies now have to make the tough choice of losing profit and business by taking costly safety measures to stay safe or risk losing the trust of the public and employees by not taking proper safety measures. This can be clearly seen on social media as companies who are posting in regards to the virus are getting mixed reactions from those who believe the virus is being blown out of proportion, to those who don’t think some companies are taking safety seriously enough. It seems that there will be backlash regardless of which stance the company takes regarding the virus. Now, Public Relations workers are being challenged with the tough tasks of deciding how their company will handle the coronavirus.

How have people addressed it?

Social media has also been the biggest communication platform for personal reactions and opinions regarding the coronavirus. While many have used it to share news articles and updates regarding the virus, some have shared and created fake news which has helped play into the panic involving the virus, and exaggerates its symptoms. This has resulted in many people taking unnecessary actions such as stockpiling toilet paper, hand sanitizer, and other cleaning supplies creating a shortage across the country. Some people have also reacted very poorly to the virus regarding school and business closing announcements on social media with some students going as far as rioting. According to the New York Post on March 11th after classes were suspended at the University of Dayton in Ohio due to the coronavirus, many students began rioting at the campus with over “1,000 students gathered on Lowes Street starting around 11 p.m., throwing objects and bottles in the street and at police, and jumping on cars,” the school said in a statement. Other events such as concerts, music festivals and sports events have also been canceled with many fans angrily reacting on social media. On the bright side, not all social media involving the coronavirus has been negative. Some users have taken to social media in a more humorous approach regarding the virus posting funny memes as well as many celebrating the discounted prices of cruise lines and flights. Some users have also offered to help anyone with coronavirus and shared ways on how to prevent the coronavirus such as proper handwashing techniques, and ways to stay safe.

Misinformation and false posts

While social media can be a great source of information and news regarding the coronavirus, it can also be misinformative, overexaggerated or completely false. When reading articles make sure that it is accurate by using fact-checkers and your own judgment. A great free fact-checker that you can use is factcheck.org. This fact-checker can help you find false or partially false information to help you find reputable sources as well as avoid using inaccurate information and articles. Another important thing is to make sure of is that the article or news is from a trusted and credible news source before you share it yourself. A helpful tip is to look for news articles that come from sites that end in .edu or .gov as they are always credible sources from the government or universities. Facebook has also been tightening its grip on false news and information articles to stop the spread of panic and misinformation. Facebook now flags false articles and posts with their own fact-checkers but that doesn’t mean that it is able to detect all misinformation and fake news. Keep this in mind as you scroll through your newsfeed what measures businesses are taking to keep everyone safe and also be aware of the information that everyone else is posting in social media so you can make the best judgment calls regarding the virus. 

Is Facebook Trying to Take Over Pinterest?

Posted on | by The AD Leaf Studio Central FL
Marketing, Social Media

In a world where it feels like everyone is “taking a break from social media” or doing a “social media detox” (Cough, cough, we’re looking at you Ariana Grande…) Pinterest seems to be the one that is never in the spotlight. In the midst of all the drama, you don’t see Pinterest having any scandals or having to partake in congressional hearings. It prides itself on being a platform where users can connect with themselves versus connecting with others. It gives you free rein to create your ideal vision of your true future self. There are many users who utilize Pinterest as a search engine to plan a party, build a shopping list, or revamp their wardrobe. In the eyes of a marketer, this means that the typical user who is navigating Pinterest is in “discovery mode”. They are looking for content to consume and are susceptible to suggestions as well as well-placed ads. 

While Pinterest is often viewed as the “little sister” of social media, it’s actually the fourth most popular social media platform in America. Right now, it outranks Snapchat, LinkedIn, Twitter, and WhatsApp. As of September 2018, 250 million people use Pinterest every month and that included 77.4 million people in America alone. Last year, Pinterest added more American users than Facebook and Twitter combined! 

Let’s break down the user demographic a bit more for you: 

  • Pinterest reaches 83% of American women ages 25-54
  • 50% of the new sign-ups last year were men
  • 80% of new sign-ups are from outside the U.S.
  • 80% of Pinterest users are on mobile devices
  • 98% of users go out and try the ideas they find on Pinterest
  • 59% of Millennials have discovered products on Pinterest (which puts them ahead of Instagram in terms of product discovery. Impressive considered Instagram has 4 times as many users)

This spike in users has caught Facebook’s attention. So much so that Facebook decided to launch its own version of Pinterest to try and compete with the competition. The day before Valentine’s Day, Facebook announced the release of Hobbi in select countries including Colombia, Belgium, Spain, and Ukraine. Hobbi’s describes itself as an application that allows you to “organize your photos into visual collections and see the progress you’re making over time”. Facebook is holding their cards close to their chest but we’ve already seen this limited release affect Pinterest. The day Facebook announced the limited release of Hobbi, Pinterest’s shares fell 3% while Facebook’s shares rose 4%. 

We’re excited to see how this newly developed social media networking site evolves over the next few months. We know we’ll be following this closely and quickly developing a strategy to help you utilize it to grow your business and generate leads. We know that you’ve got bigger things to worry about than to stay up-to-date on the latest trends in social media. That’s why you have us. To get started with our cutting-edge social media program, give us a call at 321-255-0900.

How to Choose the Best Podcast Microphone for your Podcast

Posted on | by The AD Leaf Studio Central FL
Marketing, Podcasting

If you’re new to podcasting or technical producing in general, you know that there is no shortage of equipment to choose from. You’ve probably noticed that there can be a little bit of a heated debate over what equipment is the best, too. You’re probably overwhelmed and wondering where to even start. That’s why we’re here. Depending on where you’re recording, how many guests you’ll be including on your podcast, and whether or not you plan on integrating it with other soundbytes, your answer to this question may vary. We’ll walk you through some of our top picks and why they’re our favorites!

Before we dive into the options to choose from, let’s talk about why a good microphone is important. The reality is, you could have the most amazing content, story, or guest on your show, but if it’s hard to hear or difficult to understand because of poor sound quality, all of your hard work is wasted. It’s the mic that captures your voice, your emotions, and your story. There are 3 different categories we’re going to focus on in order to cater to all levels of podcasters: Beginner, Intermediate, and Pro. If you’re just starting out and need something quick and easy, we’ve got a recommendation for you. If you’ve been producing content for a while and you’re looking to take your content to the next level, we’ve got a recommendation for that too. 

 

  • Beginner Level Microphones

 

Just because we’re calling these“beginner” microphones doesn’t mean it’s a low quality piece of equipment. We’re calling these good for beginners due to their low cost and easy set up. 

 

  • Samson Q2U

 

This bad boy is incredibly versatile because it has both an XLR (External Line Return) output and a USB (Universal Serial Bus) output. This means you can plug it directly into your computer and record via GarageBand (or a similar program) or use the mic to conduct an interview on Skype or Zoom. Then, when you’re ready to get your feet when with a mixer or a digital recorder, you can use the XLR output. An XLR cable is required for most audio equipment. 

PRO TIP: When recording a session, run both cables at the same time so you can record two copies at once just in case a device crashes or malfunctions. That way, you don’t lose all of your hard work.

 

  • ATR2100

 

This is an alternative to the Samson Q2U but there’s not too much of a difference. Ultimately, the Samson Q2U is typically cheaper. What makes this model stand out is that it’s great for capturing live interviews due to being extremely lightweight and small, making it easy to pack and carry with you if needed. 

 

  • Intermediate

 

When you’re ready to take your podcast to the next level, upgrading your microphone is the first step. If your subscriber count is crossing the 100,000 threshold, then you need to start thinking about upgrading your equipment so you can continue to entice new listeners with high-quality content. 

 

  • The Rode Procaster

 

This is an extremely dynamic podcast mic. Most mid-level (and even some high-level) podcast producers use this microphone. It’s certainly up there in price compared to the previous models we recommended, but you’ll be able to see a significant difference in the quality of sound when you compare the two. 

The Procaster is an XLR microphone (like the Samson Q2U we mentioned earlier). The biggest selling point about this microphone is that it’s a dynamic mic. Dynamic microphones are a better choice if you’re not typically recording within a studio. They pick up less background noise and tend to be more forgiving in large, open spaces (like your office or study). Another pro to dynamic mics is that they don’t need phantom power, so you can plug it into a ¼” jack just like an XLR. If you’ve been in the podcasting game long enough, you probably know what phantom power is, but in case you don’t, it means that you can provide power directly to the microphone via an internal battery. Not all microphones need phantom power (like the dynamic mic we’re talking about right now). 

What’s great about this mic is that it has a version called the Rode Podcaster that doesn’t require a mixer or a digital recorder. It’s very, very similar to the Procaster kit but it’s a high-quality USB microphone instead. 

 

  • The Blue Yeti

 

The next in this group is a USB condenser microphone, one of the most popular podcast microphones in the world! From a price perspective, it’s not hard to understand why, given that it’s only $100. 

This mic offers a great quality audio thanks to its condenser capsules and its amazingly easy-to-use plug and play USB connection. One of its biggest advantages is its range of recording patterns. It offers settings for solo recording, face-to-face recording, and group recording. It’s flexible and able to adapt to just about any situation. The only downside (and it’s barely a real downside), is that you’ll need to be close to the mic to pick up a thorough sound so group recordings can get a little cozy. 

One thing to note is that this mic comes with its own stand, so it’s a great first step if you want to jump in at the high-end and not have to worry about accessories. When it comes to quality though, it might not hold a candle to the MXL990 or the Rode but the ease of use and the fact that it’s standalone makes it a serious contender. 

 

  • The MXL990

 

Now that you’re experimenting and getting your feet wet with condenser microphones, this microphone is the next step. It’s a great value and worth every penny at the time. Even though it’s a condenser, it’s fairly decent in a normal office-sized room and doesn’t pick up too much of the background noise. If you have a reasonably quiet space and are looking for a rich sound, this puppy is perfect for you! 

Before you run off to buy this microphone, keep in mind that you’ll need a nixer and/or a top-end digital recorder. You’re probably wondering where to start with mixers, but we’ll cross that bridge together another day.

 

  • Shure SM58

 

If you’re in need of a microphone that is that is high-quality mic that is more mobile. This mic is typically spotted at music festivals or events because it’s a durable handheld mic. They can withstand some tough conditions like being dropped, stepped on, splash, and so much more. If you need technology that can be out and about more than it’s in a recording space, this is it. 

This is a very versatile microphone because of its ease of transportation so if you’re planning on taking your show on the road, but still want to be able to record voice overs or commentary, this mic will work well for both aspects of your show. It’ll work just as well in the studio, mounted on a stand.

 

  • AKG Lyra

 

Released later in 2019, this microphone is a strong competitor to the rest but has very similar features, from polar patterns to a built-in stand. Some people say it sounds a little better than the Yeti, but that’s entirely up to each individual listener. If you’re willing to shell out a couple extra dollars, this might be a good choice for you. 

 

  • Professional 

 

At this level, you’re looking at some serious cash. These fancy pieces of equipment wouldn’t look out of place in a professional recording studio at all. The microphones we discussed at the intermediate level can provide everything you truly need. There’s nothing that says you’re not a pro until you’re recording with one of these babies. That’s certainly not the case. If you can get the job done for a fraction of the cost without sacrificing quality, do it. 

Ultimately, jumping to this level depends on your voice. These microphones are each designed with specific styles and pitches of voice in mind. If you’re ready to treat yourself, keep on reading. 

 

  • Rode NT1-A

 

This is a super low-noise XLR microphone with a surprisingly rich sound. You’re getting a great bang for your buck at $220 because it comes with a shock mount and a pop filter, so you just need a mic stand and a recording system to get started! If you’re ready to really go pro and you’ve got a mixer/interface to hook it up to, this an awesome starting point. 

 

  • Electro-Voice R20

 

There’s a saying among the podcast community, “if you know an Electro-Voice fan- you’ll know!”. This microphone has a very loyal following, and for a good reason! They’re certainly among the contenders for best microphones in podcasting and the audio industry in general. We imagine the following is due to the rich tones, depth, and resonance this gorgeous piece of technology produces. There’s just something about it that produces a memorable recording. Now, these microphones aren’t cheap by any means but they’re world class and you’ll be able to justify the cost in no time. 

 

Dynamic Microphones vs Condenser Microphones for Podcasting

So we’ve talked a lot about dynamic microphones and condenser microphones versus so what’s the difference? 

If you want the extra level of depth to your podcast, it’s definitely worth focusing on a condenser microphone. There are certain situations where a condenser microphone is appropriate and some situations where it’s more trouble than it’s worth. They introduce a higher level of quality to your recordings, but you have to use them in the right context. Because of their sensitivity, condenser microphones tend to pick up a lot of background noise, meaning that you need a quiet recording environment. Typically, they tend to be more on the fragile side, so transporting them in a bag on a regular basis isn’t the best option. Condenser microphones need external power, too. This normally comes through a phantom power supply like a mixing desk, a digital recorder, or a battery in the microphone. Investing in a mixing desk or digital recorder is definitely the right move if you’re trying to take your podcast set up to the next level, but it’s not necessary for when you’re at the beginner or intermediate level.

The alternative is a Dynamic Microphone. They are essentially the opposite of a condenser microphone. They record a narrower range of frequencies, so sometimes they can sound a little less rich. They pick up less surrounding noise so you have to be close to the mic. Because of these features, they’re great in not-so-great recording environments like live events or noisy areas. 

The two factors that determine what microphone you should go for are: your recording environment and your budget. If you’re trying to take your podcast to the next level but you’re not sure where to start, give us a call at The AD Leaf ® at 321-255-0900. We’re here to help you grow.