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Digital Trends 2021

Key Digital Trends for 2021

When it comes to social media, digital marketing, and the online world, things are always changing. It is an ever-shifting market that can be hard to keep on top of as new ideas are constantly being brought out and features being updated. It is important if you want your business to thrive in this busy landscape that you have a digital marketing team that can keep pace.

During 2020, having an online presence became more vital than ever before. As a result, many companies are fighting it out for prominence on the world wide web. So, what does this mean for 2021? What trends can you expect to see? Our team have been having a think and this is what we’ve come up with.

FIND YOUR VOICE

Voice search is rocketing month after month. We wrote an article on it a few months ago, which you can find on our blog. Most homes now have an Alexa, a Google Nest, or some form of voice assistant in their house (if not in a few different rooms!) As a result, search engines are having to consider this new form of search query. The way a person speaks a question and types a question can be quite different, so take into account when updating your content that it should be optimised for voice search also.

STAY RELEVANT

With so many social media channels out there, how can you stay on top of them all? The short answer is, you can’t. Don’t put pressure on your company to have a presence on every social media channel if you don’t need them. As the old saying goes: it’s quality, not quantity. Your target audience is likely to have a bigger presence on some apps more than others, so use your budget wisely and target your content where it is most likely to be consumed. If you’re not sure where your target audience lies, this is a job for your digital marketing company who can easily provide you with answers.

THE RISE OF ZOOM

Many of us have grown weary of zoom calls by now, having spent a large portion of 2020 meeting virtually. While virtual meetings arose out of necessity, they show no signs of going away. Many large (and small) businesses used the opportunity to interact more with their audiences and this is something that will remain relevant. Showing the faces behind the business bring a humanity to any brand and something that is craved now more than ever.

STAY LOCAL

Online meetings aren’t the only new trend that have arose out of 2020. More and more people have been shopping locally, and this is something that is here to stay. There was a shift for small local outlets recognising the need to have a good online presence and to increase their online efforts .It is important that those who are nearby know that you exist. This is where SEO services come in and the need to make sure when people are searching for a local business that your name appears right at the top of the list. Your digital marketing company will be able to ensure that your business is geographically defined, and local customers will be able to come straight to your door.

A DIGITAL WORLD

Our fifth and final prediction for 2021 is further growth of online presence. While we are all excited to get back to the real world and socialising, there is no doubt that 2020 lit a spark on what can be achieved online. Virtual reality experiences have been around for some time now, but we will increasingly find not only the quality improving, but the experience being made readily available for the masses. Whether this is the ability to visit showrooms online, or virtually try a new product – we suspect there is a lot to come in this growing business.

The key takeaway for digital marketing in 2021 is the need for an increased presence online and to find new ways to reach customers online. This can mean making your customer journey a seamless user experience, optimising your content for all online formats, and being able to reach your target audience through various online experiences such as live interactive features or through the use of virtual influencer marketing.

Cornell Studios

Have any of these trends caught your eye? Are you looking to improve your digital marketing strategy for 2021? Contact Cornell Studios and we can organise for our experienced digital marketing team to give your website an audit. We love watching brands grow and are passionate about furthering our customers businesses, so don’t hesitate to get in touch. You can find our email address and phone number on the contact section of our website. 

Google AMP - Cornell Studios

What is Google AMP?

Is there anything more irritating than a website that takes too long to load? We are all guilty of getting frustrated with poor loading times, and many of us often give up without even reaching the page we had hoped for. Websites with poor loading times tend not to rank well with search engines, and for good reason – search engines know that people only want the sites that can give us the information we want fastest. It’s why voice search is on the rise and it’s why content is tailored for micro-moments. We are in an age of instant gratification: when we want something, we need it instantly. That is why Google developed Google AMP. A solution to slow webpages.

Google AMP

Google AMP has been around for a while now, but what is it? And perhaps more importantly, how can your website benefit from it? Simply put, AMP stands for Accelerated Mobile Pages. Google AMP allows website to dramatically speed up their load times, so landing pages appear almost immediately when they are clicked on. This is fantastic for user experience and is likely to increase conversion rates as one of the primary reasons that customers are lost is due to load times. If a page is taking too long to appear, a customer will usually just give up and try another website. Speed is also one of the ranking factors that Google takes into account for SEO, so unless your website is already super speedy, Google AMP is a great addition to speed things up.

Google AMP can be utilised for any format: you can design ecommerce pages, both mobile and desktop websites, speedy advertisements (that can be linked with Google Ads), and even emails. By using AMP, you are increasing the speed of your entire website. So, how exactly does it work?

Pages utilising Google AMP load all of the page’s content at once and the layout of the pages is known to browsers beforehand. This is different to non-AMP pages which function by loading one asset at a time. This is why AMP pages don’t allow custom JavaScript as it could interrupt simultaneous loading times. Web fonts are quite large, so AMP pages download them first while minimizing style and layout recalculations. The optimisation of fonts on web pages is crucial for the page to load quickly and perform well.

Resource Downloading

Resource downloading is also a top priority for AMP pages so users have the most important aspects of the website. Images are downloaded secondary, but they are only fully downloaded if the web page determines that the user is likely going to see them. As a result of this intuitive thinking, the most important visuals are downloaded first and the user is able to see everything they need almost instantaneously. There is no point is downloading all images immediately, especially considering some websites contain hundreds or even thousands of images. It is much more economical to only download the images that need to be seen as the user works their way through the website: and this is the approach that Google AMP takes. This gives the user the impression that the whole website has loaded instantly, when in reality they are only being shown the snippets they want, exactly as they reach them. This is why Google AMP relies heavily on page layout and tracking the user’s movement onsite.

Of course, because AMP pages work by having all content pre-downloaded, if there are any changes to a webpage and its layout, the browser will have to redownload all the correct and updated info. However, it will still prove to be much faster than non-AMP pages, as these pages will not know the pre-existing layout. AMP pages have the ability to comprehend and implement changes seamlessly, providing a wonderful user experience.

The CSS for AMP pages is inline. This removes the need for HTTP requests to facilitate the rendering path. Inline files are also capped at 50 kilobytes, which is great for load times, but also gives enough detail for a fully comprehensive and detailed website layout.

Google AMP Test Tool

When working with Google AMP, Google provides a Google AMP test tool which will make sure your webpages are matching the requirements it needs to function correctly. If all is working as it should be, you will be able to preview search engine results and view what the user will see when browsing.

Getting your website to load instantly is a tremendous challenge which relies on so many elements: from image sizes, to SEO, to functional servers, there is a lot to consider. However, it is necessary. Users expect fast load times and if you can’t provide…your website is going to fall behind. Google AMP can transform your website loading times and with it transform your business as you watch your Google rankings climb. 

Cornell Studios – SEO Services

Never fear though – this is not a task for you to undertake alone but is exactly what digital marketing companies and SEO services are for. Here at Cornell Studios, our developers are tech wizards and know a thing or two about speedy websites. So, whether you are looking a site built from scratch, or a revamp for your existing website, we’d love to hear from you. You can contact us via our website, where you will find our email address, or you can contact us by telephone on 028 3833 9100.

SEO Northern Ireland

Local SEO Services Strategies

SEO. What is it? For starters, it stands for ‘Search Engine Optimisation’. Maybe this clarifies what SEO is…or maybe you’re even more confused! Don’t worry, the team at Cornell Studios are here to help. We help lots of local businesses by boosting their business rankings and improving their websites – all without the technical jargon. Therefore, in this post we are going to explain exactly what SEO is, the strategies involved, and how local SEO can work a treat for your business.

It will come as no surprise to you that the majority of searches on Google are local. People want to know about the area surrounding them. If they need something fixed, they are going to want to find the closest repair shop. If they want a coffee, they want to know where the closest coffee shop is. Therefore, if you are a local business, it is vital that your company is appearing when people are searching online for local businesses to support. The first step to do this is through local SEO.

Google

Let’s unpack first how Google works (for Google is the search engine that the majority of people use). When a potential customer is searching for something, let’s say ‘Thai restaurant near me’, the first results that come up are called a ‘snack pack’ and will show a map of your surrounding area, followed by a small selection of businesses that match your query. The results that follow this are known as ‘organic’ results. Users are most likely to click on the results that are at the top of the page, so the point of SEO is to get Google picking up your business and ranking it as close to number 1 as possible.

The first two steps to helping this process, is to make sure your business is ‘owned’ on Google. This allows you to make sure the address, telephone number and opening hours are all correct. When you have claimed your business on Google, it will boost your rankings as Google can trust that your information is correct and reliable for customers. The second step to boosting your local SEO rankings is to make sure your website is optimised for mobile. A huge percentage of search engine queries are now from mobile devices. Your website is not going to perform well if it is not optimised for mobile. Therefore, ask your website provider to ensure your website is optimised for both pc searches and mobile phone searches.

SEO Strategy

The next important step in SEO strategy is keyword research. This is carried out by a digital marketing expert who will be able to give you all the keywords people search for when searching for businesses like yours. For example, if people are looking for a local coffee shop, they may be searching ‘how long to walk’ there, or ‘what is the phone number’ of said business. Using keywords are vital for all content (we even did it for this blog post!), so it is worthwhile spending some time making sure the language and words you choose are maximising your SEO efforts. This is an easy step for a digital marketing team, who can effortlessly research keywords your competitors are using and ensure your content is up to scratch. It is important to note you shouldn’t overuse words that users are searching for, this is known as ‘keyword stuffing’ and Google can pick it up a mile away. The best approach to take when using your keywords is to remember that the people searching Google for your business are human…so talk to them like humans.

The next step is accuracy: all details must be correct on your website. This means correct phone number, correct email address, correct opening hours – and of course, correct address. This allows Google to accurately show where you are on the map, and your details will appear when people find you online. This is particularly important for mobile searches, as people can then tap on your phone number straight away to call you, or they can simply click on the map to get directions straight to your door.

While you are ensuring all details on your website are up to date, on-page SEO can be improved also. This means keywords in H1, keywords in URLS, to-the-point meta descriptions and alt-tags for all images. To put it simply, Google needs to see very, very clearly that your business is exactly what it claims to be, with no confusion. When your website is being built, your design team should be taking into account SEO optimisation and your digital marketing team can run a fine-tooth comb through all content to ensure it is optimised. Here at Cornell Studios, we are happy to run an SEO audit for your website to take a look at how your business can be further optimised and raise your local search results.

Link Building

The last step to take for SEO is link-building. To further build your credibility on search engines, you will want to gather back-links from other websites. This means that other companies are mentioning your business. You can do this through a series of steps: by ensuring your business is mentioned on local business listings and business directories. You can also reach out to other reputable sites to request an exchange of links. Link-building is one of the most time-consuming aspects of SEO, as it is important the links you are gathering are from reputable sources that will show search engines you are a credible business.

You should also link your website to your company’s social media accounts. It’s important to show Google that you are relevant and actively producing content. A great way to do this is through social media, where you can regularly update your Instagram, Twitter, or Facebook. Another wonderful way of creating content is through a blog. We always recommend a blog or news section for our client websites: this is a space where they can easily share company news and updates, while also benefitting their SEO.

Cornell Studios

We’re working with lots of business throughout Northern Ireland and beyond to help them rank for local searches. If you want more information on how you can up your SEO game and boost your business rankings, we would love to hear from you. Our small but mighty team are experts in what they do and love nothing more than helping local businesses. So, get in touch today via the contact section on our website.

Optimise content for voice search - cornell studios

Strategies to Optimise Your Content for Voice Search

“Alexa, how can I improve my website for voice search?”

Smart speakers are one of the most popular home purchases of recent years. They are no longer a new and rare phenomena, but a common sighting and many homes even have several dotted throughout their house. Whether it’s Amazon’s Alexa, or the Google Nest, companies are battling it out for the smartest speakers within our home. Whether you want to know the weather, play your favourite song, or set an alarm – there is very little these speakers cannot do. Of course, the smarter these devices get, the more popular they are. Voice assistants are being trained to pick up all the nuances of language, and as a result are able to answer more queries than ever before. This means that it’s not just millennials using Siri on their iPhones who are using voice search, but everyone from children to grandparents are finding themselves speaking to their smart speaker within their home.

So, if voice search queries are becoming the norm and a rapidly increasing way of finding information, what does this mean for those of us that have the information to give? For so long, we’ve been building websites and optimising social media to appear in the top results in search engines…but can the same endeavours also work for voice search queries? The short answer is no – natural language, that is spoken language, is rather different to written language. Consider the way you speak and how this compares to how you would type; one is much more formal than the other. Therefore, it is important you optimise content for voice search.

Here are some facts on voice searches and smart speakers:

50% of searches now occur via voice search queries

72% of people who own a smart speaker say it is a part of their daily life

Here at Cornell Studios, it is our job to optimise your content so it performs well across all mediums. Therefore, in this article, we are going to look at some of the top strategies for optimising your content for voice search. To start with, we need to understand how voice searches are most frequently being used. Voice search is heavily reliant on micro-moments. These are moments throughout our day, when we have a small query that we need answered immediately. Questions like, “Where is my nearest coffee shop?” or “What time is it in New York?” These are brief questions that will have a short answer, and solve your micro-moment problems.

It is also important to know that voice searches are much more likely to be local. Whether you are at home, or visiting somewhere new, your top queries are most likely to be about your surrounding area. “Where is my local Thai restaurant?” “What time does the supermarket close?” “Is it going to rain tomorrow?” If you are a local business, you are going to want voice search queries to bring up your business as the top result – and just as importantly, you’ll want the right information to be relayed. It is important therefore that your website is optimised to clearly show search engines the information they need. Often, the best way to go about this is to have an FAQ page to answer all the micro-moments people may have about your business. What are your opening hours? If you are a restaurant, people may want to know if you can provide vegan dishes? If you are a local shop, people may want to know if there is parking nearby? Anything you believe may be a commonly asked question by those who need your services, it is a good idea to put together a useful page for search engines to pass on this information. Regularly update this page if there are any changes to your company and use the words: who, what, when, where, why and how to guide you on the important questions. Don’t forget to also keep your address, phone number and other contact details correct and up to date on your website.

Consideration for the way users speak

Content optimised for voice search needs to take into consideration the way users speak. Shift your focus from keywords to phrases. If you are googling information, it’s likely you’ll only google the keywords, such as “café Belfast”, but if voice search is being used, you’ll use a full sentence such as “Where is the best café in Belfast?” Conversational words and contractions are also more common, such as “Where’s the best café in Belfast?”

In 2020, we’ve not only been confined to our homes more than we have ever been before, but we have also been prioritising a shift to hands-free and contactless processes. This has been a catalyst for voice assistant purchases for the home.

If you would like Cornell Studios to review the content on your website or social media, you are welcome to get in touch. You can reach us through our website on the ‘contact’ section, or alternatively you can phone us on 028 3833 9100 or email info@cornellstudios.com. We are experts in our field and we’re constantly learning to stay on top of the latest trends. So, get in touch with us today, we would love to talk to you about all things website and social media related.

The Advantages of E-Commerce over Traditional Retail

The Advantages of E-Commerce over Traditional Retail

Your business may have started out in a physical building, a place to keep your products, to manage the books, and somewhere for customers to visit and browse. Having a traditional retail store is great, it is somewhere to have your name on the high street, and customers are able to breeze in and browse throughout the day. However, more and more companies are choosing to set up an online store to boost their business. This move to online retail has become increasingly important in 2020 with many stores having to either close their doors completely or reduce their hours. More and more consumers have found the benefits of shopping online over this time, and studies have shown that this is a trend that is only going to get bigger. Therefore, in this blog we are going to look at some of the top advantages of having an e-commerce store over a traditional retail store.

No Geographical Limits

This is a huge benefit for small businesses that may be hard to find or are situated off where the main footfall of the town is. When putting your business online, the world becomes your oyster. Your digital marketing team will tailor your e-commerce website so as to reach as far as you are willing to ship. This could be local, nationwide, or even global: as far as your business will allow. Having this option for your business can hugely increase sales when you are no longer reliant on customers coming through your door.

Increased Information

What happens when a customer comes into your store and has a few questions about a certain product, but the employee looking after them doesn’t have the answers? It’s a common situation: not everyone you hire is going to be an expert in the field from day 1. However, this isn’t a problem when you have an online store. Your digital agency can populate your site with all the information about your products that your customers could possibly need. You will also have a contact section, so if they have a question, they can send you an email and the best informed person can respond. If you really want to interact with your customers, we can even install a live chat. There is a lot of flexibility with ecommerce sites and we’ll build it to look exactly as you want it to.

Always Available

If your store front closes at 5pm and a customer isn’t there on time, they will have to return home without making a purchase. However, when you can sell online, there is no closing time. While you close your store and head home to relax for the night, customers can continue to browse your website 24/7 and make purchases.

Cost Efficient

If you are looking to take the leap of starting your own business and are unsure of whether you should invest in a physical store or an ecommerce store, choosing ecommerce is the much more cost-effective option. Having a building comes with a host of other bills besides employees. You will have to pay for rent, heating the building, and electricity costs also. This is not the case with a website – you’ll pay your digital marketing agency or ecommerce website builder to create your website and any other extra costs are up to you. (No heating bills required!)

Encouraged Sales

Last, but by no means least, we love that online businesses have so many ways of encouraging further sales. Customers are not only enticed to purchase from your e-commerce site because it is available 24/7 and they can purchase products from the comfort of their home – but they can find your products SO EASILY. Instead of going into a store and hoping they have your item in stock, they can simply use the search tool on your website to bring them straight to what they want. Ease of access means everything in business, the quicker the consumer can find the product they are looking for, the more likely they are to make a purchase. You can also invest in PPC and SEO to boost your business and your products in search engine results pages, allowing you to beat the competition and boost your sales.

Online Presence

Having an online presence and being able to sell digitally is more important than ever. If you are looking to expand your business and thrive, going online and having an e-commerce platform is the way to do it. Here at Cornell Studios, we have built a number of e-commerce websites and put in place digital marketing strategies to boost sales and promote an online presence. We take pride in our websites being user friendly, easy to navigate, and beautiful to look at. If you have any queries about e-commerce sites: whether that is how they work, or how one would fit for your business, please do not hesitate to get in touch with us. We have a contact section on our website where you can send us an email, you can phone us, or if you would like, we can set up a meeting to discuss your business possibilities in person.

PPC Agency - Cornell Studios

The Benefits of Using PPC Advertising and Google AdWords

Pay-Per-Click advertising. You’ve heard of it. Your digital marketing company is more than likely recommending it to you. It’s a great way to further your business. But…what exactly is it? PPC is not a new form of advertising or digital marketing, it has been around for quite a few years now. Quite simply, PPC (short for pay-per-click) is a strategy used by digital marketers to run ads, and this can be used across several platforms. Google is the most popular platform to run ads on, however there are many others such as Bing, Microsoft, Amazon and Facebook has started to use ads now too. When it comes to PPC, you choose the frequency of the ads and how much money you wish to spend. Your digital marketing agency can then create your with their graphic designer and get them placed in the most profitable areas. Smaller businesses can spend as little as a couple of pounds per ad (or even pence), and larger businesses can invest much more. PPC advertising is a great investment for any business, and so in this article we are going to outline the top benefits of using PPC Advertising and Google AdWords.

Targeted Ads

The number one benefit of PPC is the ability to get your ads in front of your target audience. Your account manager will be able to use specific keywords to reach the people that are most appropriate for your business: this may be through location, age, gender, or shared interests. By tailoring your ads, you will reach people that are most likely to engage with your business and avail of your products or services. Unlike a traditional mailing list, an ad listed on a platform such as Google AdWords is going to have a much further reach: not only to existing customers but also to people who may not have heard of your brand before.

Visible Results

Unlike SEO, which takes time to show results PPC acts faster and you will also have access to reports that will show the progress being made. It is important your digital agency is taking the time to review your pay per click advertising and using this information to adjust your PPC campaigns. If certain ads are doing better than others, spend can be increased here. Similarly, if some ads are not doing well, you can review if you want to maintain the amount you are spending there. There is a lot of flexibility that comes with paid advertising and it is up to your PPC agency to help you review your reports and adjust your spending as you go. (It is also important to remember that ad spends don’t always have to be changed, especially if the results are good. If it’s not broke, don’t fix it!)

A Great Team

SEO and PPC go hand-in-hand and both are essential for your business’ long-term success. However, as mentioned before, PPC is often much faster acting than SEO and will allow you to make profitable campaigns at the touch of a button. We recommend a long-term SEO campaign that is kept topped up with PPC to keep your brand relevant and reaching as many people as possible.

Flexibility

When it comes to PPC advertising, you are never tied down. Whether you are using Google ads, Amazon ads, Facebook ads, or any other platform – they all give you the same flexibility. This means you can not only increase your ads appearing on search engines, but you can also decrease them at any time. You can increase how much you are spending, or you can decrease it. You can also remove your ads at any time. You have total control which a lot of companies like.

Increased Business

Whether your business is big or small, PPC can greatly increase sales. This is because it is tailored for customers who are already looking for a brand just like yours: and who doesn’t love a motivated buyer? When these customers are searching, your business ads will appear on their landing pages. Considering these targeted consumers were already searching for such products, the chances of them making a purchase are already high.

In a nutshell, if you are looking to increase your business and reach more customers in a fast and efficient way, a successful PPC campaign is the way to go. Here at Cornell Studios, we have numerous ongoing PPC campaigns under our belt and are accustomed to working with a variety of social media accounts and digital marketing platforms.

If you would like to know more about PPC options for your business, we would be more than happy to carry out a PPC audit and help you assess the possibilities. You can click on the PPC section of our website for more information on our services, or if you would like to speak to one of our team directly please email your details to info@cornellstudios.com.  Thanks for reading!

PPC - Cornell Studios

“Is Your PPC Account Being Properly Managed?”

Here at Cornell Studios we are an integrated advertising agency, meaning that we offer everything under one roof. We have graphic designers, we have web developers, we have digital marketing specialists, and everything you could possibly need get your business out and making some noise. Any digital agency will tell you the importance of PPC, it is a great way to drive traffic to your website and that is why we have a PPC specialist under our roof also. It is vital that any PPC account is professionally managed to avoid wasting your money. In this month’s article we are providing you with a checklist to ensure your PPC agency is keeping things running smoothly and following best practices.

Stay Up-To-Date

It is important your PPC Agency reviews the latest features in Google Ads, Microsoft Ads or whatever platform you are working with. Just like website optimisation and SEO, PPC is not a one-off task but something that needs to be worked at. New ad extensions can be added by your digital agency. These extensions could be promotion extensions, which are available in Google and is a great option for advertisers who have been using sitelinks or ad copy for promotions. There are also Gallery Ads which show at the top of search engine result pages. Another great way to gain more traction through ad texts is through Image extensions: depending on your platform this may be through uploading images or the images may be automatically pulled from your website. Extensions are always being updated and improved upon, so here at Cornell we make sure to stay on top of things to ensure our clients get the best results from their PPC campaigns.

Branch Out

Just as we recommend staying up to date with the latest ad extensions and their updates, we also recommend trying new things for your PPC campaign. Don’t let your campaign fizzle out: your digital marketing agency should be updating and managing your pay-per-click account. One of the most important best practices is testing new paid channels rather than sticking with the usual platforms of Google and Microsoft. Facebook uses PPC, as does LinkedIn, Pinterest, and Snapchat. Each of these platforms targets different demographics: ranging from teenagers to working professionals. Google ads is no longer your only option and your digital agency should be carefully considering who they are targeting and how best to reach your target audience. Audiences are simply users that are grouped together by shared interests and behaviours online, and therefore there are unlimited ways to mix and match audiences and reach them with different appoaches.

Reporting is Key

PPC is proven to drive results, and it is important you see these results. If your agency has been using the same performance report for years, it may be time to switch things up. Often there is data shown that is absolutely not essential – and many older reports are leaving out valuable information. Recently Google Ads removed the average position metric and recommends using the search top impression rate and search absolute top impression rate as a replacement. Graphs are always a great way to show results easily: both Microsoft Ads and Google Ads can provide these. When your agency is reporting to you, it is important to ask the question: are we using this data? The report is pointless if the information is not actionable and allows important decisions to be made on the account. Here at Cornell we are always transparent in our reporting, ensuring we get you accurate and easy to understand data that allows us to make informed decisions to help propel your business.

Mobile Optimisation

Just as SEO takes into account optimising websites for as many devices as possible, so too should your PPC campaign. Mobile ad traffic often surpasses that of desktop and yet many PPC campaigns are not optimising for mobile and therefore losing opportunities and of course, wasting money. Best practice for this strategy is to start by assessing the volume of traffic on different devices from mobiles, to desktops and even tablets. This data can then be analysed and used to adjust your ad spends.

Re-evaluate Budgets

As PPC accounts are monitored, it is necessary to keep evaluating ad spends. Some advertisers get stuck in a rut and neglect reviewing their budgets; however, this can lead to poor performance. Can spends be eliminated in some areas and moved to others? For channels not performing well, it would make sense to move these budgets. Consider if there is additional traffic to capture to grow results. Competitive metrics data can help and include search impression share and click share. It is important to review how effectively your budget is being used and if your company should invest more in your pay per click advertising and if this would result in a more positive campaign result.

Cornell Studios – PPC Experts

When it comes to social media and paid advertising, it can be hard to know where to start. Perhaps your account manager is reporting to you each month but you don’t really know where your money is going, how it’s being spent, or if PPC advertising is really worth it. It takes work, but with the correct management services, paid search can be really fruitful for your business. Here at Cornell, we have numerous successful PPC accounts under our belt and want our customers to get the most from their advertising campaigns. If you are interested in trying PPC for your business or would like a PPC audit for your current accounts, we would love to help you out. Head over to our contact page and get in touch with us today – we’re here to help.

Digital Marketing Agency - Cornell Studios

Social Media Platforms and E-Commerce

As summer approaches and the country is still largely under lockdown, many businesses have found a new rhythm of work. For a lot of shops and companies, it has become necessary to find alternative ways to reach their customers now that their shop fronts have had to close. This has led to a huge surge in online shopping and some companies bringing their products online for the first time ever.

During the coronavirus pandemic as we have all been forced to stay at home, the use of social media has increased by almost 50%. Online purchasing was rapidly becoming a popular form of shopping before lockdown was imposed, but its popularity has now surged and it is safe to say that the ecommerce industry is booming. Almost all major retailers in the world have an online store that ships worldwide, and now our local retailers are reaping the benefits of bringing their products to an online market.

While an online store is great for the consumer: it often has more products to choose from, it is open 24/7 and you don’t even have to leave the comfort of your own home. (Shopping in your pyjamas!) The downside is the pressure that often comes with it for the retailer – the online world is incredibly competitive and it is important to have an edge over your competitors. This is why having a presence on social media is vital to display your products and to keep your customers informed.

E-Commerce Stores

To help SMEs get their business off the ground during this time, social platforms such as Facebook and Instagram have launched new shops to help smaller businesses have their own ecommerce stores.

This is where your digital marketing agency comes in. When starting out in the ecommerce world, it can seem daunting to bring products or services online and what this means for your company. To start with, it is essential for small businesses to make use of platforms like Facebook or Instagram. Social media and ecommerce work hand in hand together, benefitting the online shopping experience by sharing photos and videos of goods and services, and letting the customer know more about the products they are interested in. Social media marketing can be managed by your digital marketing agency who can set up the relevant platforms and monitor activity, active users, and content output to ensure your business is getting as much reach as possible. Here at Cornell we have experience with managing a number of local business’ social platforms and setting up their ecommerce stores.

B2C & B2B

There are a few different types of online retailing, the most popular perhaps being Business to Consumer (B2C); this is when a business sells a good or a service direct to an individual customer. There are also Business to Business (B2B) retail sales, when a business sells a good or service to another business.

Whatever your business, it is becoming easier and easier to set up an online store. Facebook is the latest social networking site that has found a way to help SMEs. Right now, as many small businesses are struggling, Facebook has found a way to seamlessly bring products online with Facebook Shops. Facebook Shops makes it easy for any business model of any size to set up a single online store that their customers can access through both Facebook and Instagram. Even better: creating a Facebook Shop is free.

Business owners can choose the products they want to feature on their shop from their own catalogue and customise the shop to how best they feel it suits them. As the consumer, you can also directly message the shop to ask any questions, just like you would be able to ask someone in store if you had queries about any products. Facebook Shops was only launched at the end of May 2020, so this is a brand-new way to bring your products to your customers.

We love that this new business venture perfectly connects companies with social media sites. There are so many benefits to bringing social platforms and ecommerce together. Considering that over 71% of adults with internet access use social media, by bringing your products online you are dramatically increasing your reach by not only having a physical store. You are also available for customers when it suits them best. The 9-5 opening hours of many shops often does not fit with the 9-5 hours of many other workers. By bringing your shop online, your products become available 24/7, allowing more customers to access them. Finally, the very nature of social media is for sharing. Social media began as a way of sharing every day life experiences with the people around us and further afield. The same concept applies to your shop. When customers see your products and services online and enjoy them, they will share them. This global network opens your business to a world as big as you want it to be.

Contact Cornell Studios

If you still have not made the move to ecommerce with your store and you are wondering where to start, get in touch with us at Cornell Studios today. Our team of experts will be more than happy to get you off the ground and launched into the online way of thinking with practical advice and expert guidance each step of the way. Now more than ever it is vital to be reaching customers wherever they are, and if your physical store is no longer open – there is no reason why your sales can’t still be booming.

Is your brand on hold - Cornell Studios

“BRAND ON HOLD PLEASE CALL BACK LATER”

Due to the outbreak of Coronavirus that is currently sweeping across the globe, many businesses have had to put a lot of work on hold. There has been disruption across all sectors and industries, putting jobs and livelihoods at risk. However, research has shown that this is not the time to cut ad spend. In previous recessions, brands that increased their ad spend not only weathered the storm but came out stronger…and remained stronger. In this blog we look at the importance of maintaining advertising and what steps you can take at this time to maintain and increase brand awareness, even if you’re not able to trade as before.

The Times They Are A-Changin’

Our new way of living has resulted in a shift in the advertising world and a dramatic change in the consumption of ads. Outdoor advertising has taken a massive hit, with less people out and about, these ads are simply not being seen. However, social media usage has increased by over 85%, with huge growth in website usage, tv and on-demand streaming services also. Now more than ever, it is vital your brand has a strong social media presence with great content, as this is the medium that is getting the most interaction.

Any digital agency will be able to tell you though, that it is not just about having a presence on social media sites – the type of content you are producing needs to be fitting to our times. A recent survey from Kantar has shown that 78% of consumers expect companies to be worried about their employees’ health and to put measures in place to support their workers. 41% of consumers want to see brands supporting hospitals and the government. These are just two examples of ongoing awareness approaches from companies that we’re seeing come to the fore over the last few weeks. Another interesting statistic is that a mere 8% of consumers expect brands to cut advertising.

Staying social from a safe distance

There is a reason why social platforms have surged in popularity over the past month: in a world where we are being kept apart, social media channels are helping bring us together. The increase in group calls has been over 1000% as families and friends find ways to connect online. Just some of the content that is bringing us together includes: home workouts, gardening tips, cooking tips and of course, activities to keep children occupied. There is a niche for just about everyone and it’s time your brand was producing high quality content to help your customers through this time as well as maintain your brand awareness.

If we had just one social media marketing tip for you at this difficult time it would be to adapt and cater to the changing needs of your target audience. Consumers are crying out for distraction, comfort and familiarity right now. The days can seem long, with many hours to fill, and as a brand this is something you should be striving to help with. Here at Cornell we have loved working with and watching companies think outside the box. For example, theatre companies have been streaming classic productions online now that they can no longer bring people together under one roof. Top restaurants and fast-food chains are putting recipes on their websites so you can bring their delicious tastes into the safety of your own kitchen (Hello, McMuffin!). Let’s get creative! How can you drive traffic to your website by adapting your brand? That’s where we come in…

Cornell Studios Digital Marketing Agency

Here at Cornell, we’re a digital marketing agency that helps brands communicate. We love what we do, and we understand the importance of maintaining communication with customers all the time and especially when the challenges are greater. Your products and how you sell them may have changed in the past two months so it is vital you are able to effectively make your audience aware of this. We know that spending, as expected, has plummeted during the crisis, but what you do with our brand today is going to have a long-term effect on how it’s perceived in the coming months and years. Consumer spending will bounce back over time and it’s up to you to keep your brand in the public eye.

Brands that support and communicate with their customers now are the brands that are going to be remembered for longer. So even if your workforce is currently on furlough there’s no need for your brand to be.

If you’d like to have a no obligation discussion about how Cornell are currently helping other brands to effectively communicate in these difficult times get in touch. We’d be delighted to help.

Digital Marketing Food Industry

Top Tips for Digital Marketing in the Food Industry

If you take a quick glance on social media, it won’t be long before you conclude that food and beverages are a huge hit with all audiences. The food industry is huge, is one of the most diverse sectors and incredibly, has something to offer for every single person. Online platforms have revolutionised the food industry, we can view food and drinks online, we can order them to our house, we can review restaurants online, and we can even learn how to create delicious meals from the comfort of our own home.

Due to the popularity of this industry, we are often bombarded on a daily basis with new and exciting brands. If you are a small or new food and drinks company, you might be wondering how you can cut through the noise to get your brand noticed. The answer: with a stand-out digital marketing campaign.

In this blog we are going to look at our top 5 tips for digital marketing in the food industry.

  • As with any campaign, we cannot stress the importance of SEO enough. It is the perfect way to organically grow your business and maintain that growth. SEO is the practice of strategies that will allow search engines to find your brand and increase your rankings. For a lot of companies, not being visible on Google means not being visible to customers, so it’s vital you work on SEO to get recognised by search engines.
  • Key words rapidly change in the food industry as the latest trends come and go and as our attentions shift. Of late, consumers are looking at the importance of products that are environmentally sustainable. These keywords are no longer niche but widely mainstream. Look to emphasising removal of excess packaging, packaging without plastic, and packaging that is recyclable, as these are the most sought after words when ordering from the food industry. Health and fitness, along with related keywords, are also what you will want to be ranking for as our society moves away from fast food to healthier options.
  • Looking at research from Instagram, the food industry is the most frequently searched topic on social networks. In 2019, 3.48 billion users were active on social platforms and this figure is continuing to rise. Therefore it’s vital your brand has active social media channels that are regularly updated with visually pleasing and relevant content.
  • Personalisation is key in digital marketing. Consumers have been proven to react more to emails that are addressed specifically to them, or through ads that are tailored to them specifically. Personalisation shows that you understand your customers, there is a level of empathy and a “we’re here for you” attitude.
  • Love your content. Relative and interesting content is what will get you noticed and keep your audience coming back for more: this is key for digital marketing for food products. Make sure your content is easy to digest and is updated frequently. For the food industry, this is an easy ask as food blogs are extremely popular at the moment. Make use of your keywords, being careful not to overuse them, and Google will be picking your site up in no time.

Online Visibility

Whether your brand is new to the market or has been established for some time, the sure place you can find your perfect buyer is online. That’s why digital marketing for the food industry is key: if you want to be picked up by a search engine you need to put in the work. The above 5 tips will get you well on your way to making a difference for your brand. For any other digital food marketing queries, feel free to get in touch with Cornell Studios, we’re experts in our field and would be more than happy to help you out.